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Full text of "Fox West Coast Theaters Now (April 16, 1930)"

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picture history will be 
made by free and easy 
here’s why 
it’s full of stars who 
do things ... play parts 
here’s how 

• In THE handling of the new 
Buster Keaton picture, Free 
and Easy, follow the instruc- 
tions listed here. 

Give the balance of the cast 
equal prominence with the star. 
Keaton has one of the greatest 
assemblies of stars ever created. 

published by 

Fox West Coast Theatres 

los angeles, California 


president • general manager 

Howard Sheehan 

vice president 

Frank Whitbcck 

director advertising • publicity 



C. J. VerWALEN KIRK (art) 

special representatives 

BERT ADLER, new york city 
H. E. JAMEYSON, bansas city 
BOB HARVEY, san francisco 

APR 16 

ithbp a 

i. c n 

in this one picture. The stars 
act . . not as in other “star 
casts” that have gone before . . 
not just a “strut in front of the 
camera,” these stars actually 
play parts . . that is one reason 
that we must take full ad- 
vantage of the names. 

Here is the billing that you 
are to follow : 

Free and Easy with 
the greatest cast ever 
brought together in any 
picture— BUSTER KEA- 
TON, William Haines, 
Anita Page, Lionel 
Barrymore, Robert 
Montgomery, Trixie 
Friganza, Karl Dane, 
Dorothy Sebastian, 
Gwen Lee, John Mil- 
jan, Fred Niblo, Cecil 
DE Mille, and 100 other 

Metro-Gold wyn -May ' 

Merrymakers. Directed 1 
Edward Sedgwick. 

If you use the M-G-fyJ^ - 
‘-ljailgt 2 • ShkT'i" iu 
. .print a spot and get this cast 
on it. Give all of the names a 
break in your lobby display . . 
and in all other advertising that 
you do. 

It has been found that the 
above billing . . used in various 
cities where the picture has 
played . . will build up the 
weekly gross into the big hit 

Follow thru! 


< 25c > 

ten dollars 
the year 


• WITH THE ad- 
vent of talking 
pictures came the 
real Marie Dress- 
ier. Her delight- 
ful artistry has 
won the acclaim 
of all critics and 
elevated her to 
new heights of 
popularity among 
the fans. Again 
in “ Chasing Rain- 
bows,” she com- 
pletely dominates 
the work of all 
other players. 

Critics, in pre- 
V i o u s pictures, 
have compared her 
mastery with that 
of the super-greats 
of the stage and 
screen, but in 
“Chasing Rain- 
bows” her great 
versatility finds 
further expression. 
She’s a hot bet 
right now. One 
character who will 
sell any picture. 
Don’t miss any 
opportunity to 
take advantage of 
her popularity. 

Order by Mat 
Number 108 . 



of the times 

# When we read some of the 
advance information on 

Grantland Rice’s Spartlights, 
where they tell us they are go- 
ing to show the world how 
homeless canines are trained to 
perform some of the most dif- 
ficult of feats, we wonder why 
some one has never built a sub- 
ject for the screen divulging the 
secret of how blondes can go so 
many days without food — 
Doggone, can those dames eat? 

# No Matter what position 

you hold in the Fox organi- 
zation there is something wrong 
with you if you fail to become 
imbued with the spirit of co- 
operation that permeates the 

Witness the case of Charles 
Morrison, colored porter of the 
Fox Waldo Theatre, Kan- 
sas City. 

L. B. Sponsler. manager, was 
in a sweat over Mickey Mouse 
material that was delayed an 
transit. Everybody around the 
house had heard his prayerful 
queries about ‘‘an express pack- 

Sponsler was down town. On 

19 3 0 

his return he found the pack- 
age with C. O. D. charges of 
$24. They were paid. But by 

Inquiries developed the fact 
that when the shipment came 
Morrison was alone and ac- 
cepted it, paying the driver in 

“You see suh,” said Morri- 
son, “ah hears you talking 
about some fool package, and I 
knows you want it so ah just 
digs down in the ol sock.” 

@ Can You imagine a verse 
sprouting in Seattle. Such 
oddities are rare from that sec- 
tion. In view of the fact it was 
accompanied by ten bucks, we, 
of course, can afford to publish 
it. It comes from Hal Elias of 
M.G.M., and here it is. 

I've scanned your musings 
Concerning Showmen plus and 
Pix and 

And Inspiration beckoned — 

I heard her call 

Stunts? Yea — I've copped ’em all! 

Hartman. Baetz and other West Coast 
beauts ! 

Another bow to NOW 
Ah, Fairest One 
I'll woo you yet 
Another year - - - 

And cheap at that — 

For ten ! 

On second reading of the let- 
ter we find the ten simoleons 
was for a subscription as indi- 
cated by the caption on his verse 
which reads “The World’s First 
Free (?) Verse Subscription, or 
10 Bucks for the Privilege, 
Thank You.” 

personal talks 

9 concluded from one 

with emotional people 
... is that they become 
entangled ... in their 
own emotions. There- 
fore a showman ... is a 
natural victim of con- 
fusion — especially so . . 
when inescapable prob- 
lems are . . . hurtling 
toward him. 

But — to realize his 
own limitations . . . and 
weaknesses ... is half 
the battle. To antici- 
pate his dilemma ... and 
be prepared to struggle 
with his problems . . . 
is foresight. 

If he is ... a real 
showman ... he will 
somehow manage ... to 
conquer his problems 
. . . without losing a 
whit of . . . his emo- 
tional richness. 

You are no dumb ani- 
mal . . . resigned to 
what comes. You are a 
man . . . you are a show- 
man — with foresight. 
Use your brain . . . your 
wit . . . your ingenuity. 

Study your problems 
closely — and with con- 
fidence in your ability 
to understand — Draw 
on your fund of experi- 
ence ... to help you to 

Remember . . . that 
there is some solution 
to every problem — 
something happens. 
Make it happen your 

But — 

Remember . . . that no 
one man . . . was ever so 
profound . . . that an- 
other man . . . could not 
contribute to his 
knowledge. If you 
have reached the bot- 
tom of your bag of 
tricks ... if you have 
tried every stunt you 
know ... to drag the 
melting public ... in 
off the sizzling streets 
. . . into your cool thea- 
ter — let another man's 

ingenuity aid you. 

Do not be afraid 


studio offerings are laden with golden 
possibilities with outstanding features 
including classics, comedies booked 

to use the other man's 
. . . ideas — when they 
harmonize . . . with the 
needs of your commun- 
ity. You know your 
patrons. You know 
what they need. 

Does your foresight 
tell you . . . that a stunt 
you've read in NOW — 
will work in your 
house? Then use it I 

Drill . . . Hammer . . . 
Pound away. Have 
foresight enough ... to 
see that consistent effort 
. . . will put — your — 
theater — permanently 
... in the public mind. 

• Commencing with Easter 

Week a dozen pictures are 
scheduled for release that show 
every indication of possessing 
record-breaking box-office qual- 
ities. Seldom is this number of 
pictures available at one time. 

Commenting on these pro- 
ductions Harold B. Franklin 
said: “I have looked over the 
bookings and pictures that are 
available beginning Easter 
Week, and everything indicates 
this part of the year ought to 
be the beginning of a record- 
breaking era, if we can judge by 
the splendid product available.” 

Among the foremost of these 
productions is M-G-M’s Rogue 
Song which introduces Law- 
rence Tibbett to the picture go- 
ing public. For more than nine 
weeks this picture has been en- 
joying tremendous business at 
Grauman's Chinese in Holly- 

From the Fox Studios a suc- 
cessor to Sunny side Up will be 
given in the latest Janet Gaynor 
and Charles Farrell vehicle. 
High Society Blues. These pop- 
ular players have another pro- 
duction which will find a strong 
appeal to audiences. 

----- Tt is prophesied by many that 
the M-G-M picture Divorcee, 
starring Norma Shearer, will 
duplicate Anna Christie at the 
box-office. This picture is based 
on the successful novel Ex-Wife. 
It is a gorgeous production and 
a story every one will under- 
stand and appreciate. 

During this period a western 
that will create history at the 
box-office is The Arizona Kid 
with Warner Baxter. It is a 
follow-up of the exploits of the 
Cisco Kid made famous in Old 

Those points which have not 
played Montana Moon with 
Joan Crawford have a real box- 
office attraction headed their 

It is claimed by many who 
have seen Universal’s All Quiet 
On The Western Front that 
this is the finest war picture 
ever made. It will have its pre- 
miere at the CARTHAY CIRCLE, 
Hollywood, with an admission 
price of $1.50 during the run. 
This picture, as everyone knows, 
is based on the famous book 
bearing the same name. More 
than a million copies of the 
book have been sold. 

Another unusual picture em- 
anating from the Universal 
studios is King of Jazz with 
Paul Whiteman. The screen has 
never seen a more spectacular 
or beautiful production. Effects 
have been injected in this pic- 
ture that have never before been 

From the comedy standpoint 
R-K-O’s The Coocoos with 
Bert Wheeler and Robt. Wool- 
sey should find a heavy response 
from every box-office. 

A release from the Paramount 

studios which will have a 
mighty strong appeal to the 
women will be Sarah & Son, 
starring Ruth Chatterton. It 
has the sort of punches that 
will reach the heart of every 
woman who sees it. 

A box-office flurry will be 
created by Light of Western 
Stars wherever it is played, as 
do all this type of outdoor 
western talkies. 

As a sequel to Wings, Buddy 
Rogers will be offered in Young 
Eagles. It has some mighty fine 
material in it from spectacular 
as well as entertainment stand- 

A strong boxoffice title is 
offered in Ladies Love Brutes. 
It stars George Bancroft, whose 
name always spells box-office. 

With the proper spirit and 
effort put back of these produc- 
tions, one of the most successful 
periods ever enjoyed by the F. 
W. C. theatres should be es- 

trade paper 
views song o 
my heart as an 



® Indications are that Song 

O’ My Heart, John McCor- 
mack’s first picture which has 
been made in both standard 
width and Grandeur by Fox, 
will be one of the outstanding 
productions of the year. So you 
might know what the industry 
is thinking of it and that you 
might be prepared when you 
will show this picture, we are 
quoting for you the tribute 
given it by Variety. This might 
ordinarily be called their review, 
but you will realize it is more 
of a tribute than a review after 
you have finished reading Sil- 
verman’s views: 

" This is not merely a matter of 
John McCormack singing 1 1 songs, 
but a film that’s going to reap. Fox: 
studio has and will surprise many in 
the trade by the manner in which it 
has molded what might easily have 
become so much sentimental sop into 
a charming background for the Irish 
tenor. It is spiced by more inter- 
woven legitimate comedy than any 
talker to date. Boiling it all down 
leaves two basic factors. McCormack’s 
voice and J. M. Kerrigan. 

"McCormack’s first screen effort is 
going to be a delight for two of the 
three present generations. And so far 
as the British possessions it can’t miss. 
(Sitting through ‘Song O’ My Heart’ 
is no hardship. 

‘ Original story as outlined by J. J., 
McCarthy, who also picked the title, 
had no other aim than the heart. There 
was never any thought of trying to, 
make a romantic screen figure of Mc- 
Cormack, nor would the singer’s dig- 
nity permit that he be made to look 
ridiculous in his own eyes by any twist 
in the scenario. Between trying to turn 
out a sentimental, yet not too senti- 
mental. story and preserving the Mc- 
Cormack wishes it amounted to some- 
thing more than the ordinary prob- 
lem. Considering or ignoring these 


factors, as you choose, ‘Song O’ My 
Heart" is a remarkable piece of work. 

"The common sense apparent in 
this one as it unreels should do some- 
thing to throttle that superior skep- 
tical faction which only refers to or 
speaks of the screen sarcastically if at 
all. And that's the smallest of the 
worries for the studio, in that it ex- 
pects not less-than a $2,000,000 gross 
rental from this effort. But it will top 
that figure, and it looks a certainty 
that McCormack will make another 
feature for Fox. 

“To take care of McCormack in 
story form the script trifles neither 
with his age nor figure in drawing him 
as a prominent singer in his native 
land colored by inference, with an un- 
successful love affair, the subject of 
which, Mary, has wed elsewhere by 
command. Her death leaves him to look 
after her two children. The building 
up to the ‘I Hear You Calling Me’ 
climax comes when Mary dies and a 
cable so informs McCormack’s accom- 
panist as the tenor is in the midst of 
an American concert. Story’s only 
continuity gap appears to be no des- 
ignation of the singer’s occupation 
until somewhere in the last three reels 
when it is hinted that he will sing 
in public ’’again.’’ Up to that time 
the audience must accept him as a 

man of apparently moderate means, 
devoted to his voice. 

"Meanwhile, there are the two vil- 
lage cronies — Kerrigan and Farrell 
Macdonald. Almost as good as Ker- 
rigan’s comedy is Macdonald’s 
"straight.” Between them it’s superb, 
a matter of two legitimate actors giv- 
ing strictly legitimate performances. 
Not simply a matter of being just two 
clowns mugging for hoke laughs. The 
picture has none of that. Everything 
they do and say fits, and Kerrigan's 
work is a study for performers either 
on the stage or screen. He’ll prob- 
ably never see footlights again if the 
studio has its way and a report is that 
Fox has a long string of options to 
his contract. 

Kerrigan is a former legit actor of 
note, who also was director of the Ab- 
bey Players, Dublin, for a number of 
years. His personal effort here is 
bound to rank among the greatest in 
talking pictures to date. Actually a 
superlative contribution. 

” ‘Song O’ My Heart’ is a credit to 
everyone concerned in its making. The 
recording on McCormack is excellent, 
as is the judgment evidenced in the 
handling of all the component parts. 
Its unsophistication, simplicity, and 
warmth are what they’ll like.” 



los angeles managers set aside month 
during which they will pay tribute to 
f. w. c. chief’s inspiring leadership 

• In THE Los Angeles Divi- 
sion, the month of May has 

been set aside as Harold B. 
Franklin Month. This was de- 
cided upon a recent meeting 
of the managers of the division. 
To acquaint Mr. Franklin of 
this decision the following wire 
was addressed to him : 

’’At a meeting of the Los 
Angeles Theatre Managers to- 
day it was unanimously decided 
to set aside the Month of May 
as Harold B. Franklin Month 
and as a Tribute to Your In- 
spiration and Loyalty to us to 
Concentrate Every effort to 
making the month of May one 
of the Biggest months in the 
History of our Circuit. We also 
offer you Combined Congratu- 
lations and Best Wishes for a 
Very Happy Birthday.” Signed 
H. B. Wright, Ray Deusern, 
Fred Cruise, Marvin Park and 
Milton Arthur, Committee. 

In answer to this tribute Mr. 
Franklin conveyed the follow- 
ing appreciation to these men: 
“I was more than happy to 
receive the information that as 
a body you have decided to set 
aside the month of May as 
Harold B. Franklin Month. 

“This is a tribute which I 
appreciate deeply as I also do the 
reasons expressed in your wire 
for the designation you have 

“We have gone a long way 

widens scope 
of activities 

• Widening the scope of his 
activities, H. E. Jameyson 

will henceforth supervise the 
publicity and advertising of 
the Kansas City Division. The 
splendid record he has estab- 
lished in the Midwest Divi- 
sion was sufficient recommenda- 
tion that he add Kansas City to 
his present field. 

Jameyson’s experience covers 
every angle of theatre manage- 
ment and development. 

together in building up that gi- 
gantic entity of Service and 
Success which is Fox WEST 
Coast Theatres. You and 
the other men who form this 
organization have been tested 
and tried — -and it has been a 
source of infinite pleasure to 
note the consistency with which 
you have so regularly come 

‘‘I know your activities for 
the month of May are going to 
be enormously successful, not 

because of the name you have 
placed on it, but because of the 
kind of men you are.” 

The committee is now devis- 
ing plans for a unified and con- 
centrated effort that each man- 
ager in the Los Angeles Divi- 
sion will follow out. Several 
meetings have been held by the 
committee and sub committees 
are being appointed to carry out 
the various phases of the big 

All managers of L. A. are en- 
thusiastically co-operating. 

tucson opens a 
new theatre 

• Fox West Coast Thea- 
tres forged another link in 
their growing chain with the 
opening of a new FOX THEA- 
TRE in Tucson, Arizona, April 

Harold B. Franklin attended 
the opening personally, leaving 
on the Southern Pacific for Tuc- 
son and the new FOX THEA- 
TRE Thursday, April 10th. Ex- 
ecutives of Fox West Coast 
THEATRES who accompanied 
H. B. Franklin were Harry Ar- 
thur, J. J. Franklin, and Bruce 

Charles Farrell, now starring 
in High Society Blues, led a 
merry company of Hollywood 
performers, including inimitable 
Polly Moran, lovely Gwen Lee, 
charming Lois Moran, and the 
suave Don Alvarado, all to 
share in the christening of Tuc- 
son’s new Fox West Coast 

City fathers and business men 
of Tuscon arranged a mammoth 
celebration welcoming the offi- 
cials and visiting picture stars. 


following sample of scheme which home 
office is offering for correct sound 
picture breaks to improve timing 

• TALKING fader cues proper- 
ly arranged which have much 
to do with the effective showing 
of pictures have always been a 
tough nut for managers. J. J. 
Franklin has been giving this 
subject much study and has ar- 
ranged the following cues on 
Street of Chance. Division man- 
agers are advised that Mr. 
Franklin’s office 'can supply these 
sheets on request. 

Reel 1, Open- — Music on 

Titles 9 

Down 1— Scene of Pow- 
ell and man standing on 

sidewalk talking 8 

Down 1 — On Scene . . 
Blonde woman enters 
William Powell’s office 
. . When She Talks to 
Powell After He Reads 

Summons 7 

Reel 2, Up 1— On Scene of men 
in crap game in room. . 8 
Reel 3, Open — Scene of man 
standing by windows 

counting money 8 

Reel 4, Down 1 — On close-up 
of court summons . . 
Scene of Powell and 
woman sitting on a 

settee 7 

Up 1 — Scene again of 
boy calling papers . . 
After Fadeout of wo- 
man in apartment 8 

Reel 5 . 8 

Reel 6, Open — Scene of Powell 

whose golden voice 
has enthralled millions, 
brings his glorious tal- 
ent to the talking screen 
in “Song O’ My Heart.” 
No other figure of the 
operatic or concert stage 
has such a popular fol- 
lowing as this foremost 
son of old Erin. His 
initial screen effort al- 
ready is acclaimed a 
masterpiece. For news 
stories alone, long be- 
fore you have the pic- 
ture scheduled, you will 
find use for this mat. 

McCormack will find 
a warm welcome in 
every section of the 
country. Unlike other 
artists who have come 
from the stage and con- 
cert platform, he has al- 
ready acquired a tre- 
mendous public follow- 
ing. Through the me- 
dium of phonograph 
records his voice has 
been heard in practically 
every home in America. 
Artificial stimulation in 
his case is entirely un- 
necessary. The public 
has already , been sold 
on McCormack. Order 
by Mat Number 109. 

and girl in hotel room 8 
Down 1 — Immediately 
after scene of man talk- 
ing to newsboy . . On 
scene of poker game ... 7 

Reel 7 7 

Reel 8, Open — In middle of 
scene of poker game . . 

Powell is playing 7 

Up 1 — On Sound of 
Train Whistle . . Scene 

of train 8 

Reel 9, Down 1 — Scene of a 
newsboy wearing white 
sweater entering Apart- 
ment lobby . . He talks 

to woman 7 

Up 2 — for music on 
end titles 9 

Sound quality is such an im- 
portant factor in pictures that 
anything that will assist in 
eliminating guess work in the 
mechanical operation of sound 
control should find a welcome 
among all theatres. Fader cues 
have proved a big help. 

inclusion of 
new pontages 
is an additiona l 


• THE theatrical circles of 

Hollywood and Los Ange- 
les are still buzzing with the 
news of the New Pantages 
Theatre becoming a Fox West 
Coast House. 

This is considered a scoop 
of the first magnitude on the 
part of F.W.C. Much con- 
jecture had been afloat during 
the construction of this the- 
atre as to just which circuit 
the Pantages boys would de- 
cide upon. 

It is to the credit of John 
J. Franklin, Los Angeles Di- 
vision manager, that this deal 
was initiated and ultimately 

The Pantages, possibly the 
finest house in the entire 
country and situated as it is 
in the center of things thea- 
trical in Hollywood, where 
the world gathers in their 
visiting and sightseeing jour- 
neys in Southern California, 
will be the mecca of many 
millions. Mr. Franklin has 
strengthened the Hollywood 
holdings of F. W. C. by this 
addition, giving the Los An- 
geles Division four major 
houses in that city: Carthay 
Circle, Grauman’s Chinese, 
Grauman’s Egyptian and now 
the New Pantages. 

19 3 0 




that is ideal plan for insuring support 
of p.-t. a. on special children’s mat. 
and assuring success of kid shows 

# An Idea that is the perfect- 
ed consummation of the 
Fox West Coast Theatres 
institutional policy of reaching 
right to the very fountain-head 
of the most desired supporters 
has been evolved by Speed 
Borst, manager of the Fox BEL- 
MONT Theatre, Los Angeles. 

Co-operating with the neigh- 
boring Parent-Teachers Asso- 
ciations, he presents four special 
children’s matinees each month. 
The P.-T. A. advertises them 
in all its bulletins as well as in 
every school room, in addition 
to supplying both metropolitan 
and regional newspapers with 
publicity stories. The theatre 
and the Association split fifty- 
fifty on receipts. The Associa- 
tion applying its share to the 
“Nutrition Fund,” which is de- 
voted to providing proper food 
for needy and sickly children. 

The Los Angeles Board ~of 
Education has officially gone on 

'o:d as ^-sing the scheme, 
and is recommending it to all 
Parent-Teachers Associations 
in the city. Such recognition 
was obtained by the P.-T. A. 
tying up with the BELMONT 

The first matinee was held 
Friday afternoon, April 4th, 
and more than 1,600 hundred 
school pupils were in attend- 

As a means of building the- 
atre prestige this idea is almost 
unbeatable. It accomplishes the 
two objectives for which all 
true showmen should strive — 
increasing box-office receipts 
and enhancing the theatre’s rep- 

utation as a community asset. 
Not alone are the children im- 
pressed with the theatre’s pol- 
icy, but it cannot help but have 
a stimulating effect on adult 

No manager any where on 
the circuit can afford to pass up 
copying this plan. Whether 
there is a Parent-Teachers As- 
sociation or not, there surely is 

# MENTION has previously 
been made of the old-time 
fiddlers’ contest which Chet 
Miller, managing The Fox 
Theatre, North Platte, Ne- 
braska, was arranging. That 
town has been a tough nut to 
crack. Its patronage is drawn 
practically 100 per cent from 
farmers, but the manner in 
which Miller is increasing busi- 
ness as well as prestige is noth- 
ing but good showmanship. 
Here’s his graphic description of 
the contest: 

“I had thirty-two fiddlers, and they 
were some fiddlers. We did a fine 
business on it. We didn’t have a lot 
of town trade, but, boy, we sure pulled 
the farmers and people from the small 
towns around. It was the best stunt 
yet to build good will with the farm- 
ers. We had many people who had 
never heard a talking picture before. 

some similar welfare organiza- 
tion that can be contacted and 
the same endorsement should 
be obtained from school au- 

The following letter from 
Lucille E. Missman, Secretary 
of the Virgil Junior P.-T. A., 
is indicative of the spirit in 
which the Association holds 
Borst’s action: 

“We are all most happy over the 
satisfactory results of the picture show 
given for the children last Friday and 
feel that it is greatly due to your 
friendly efforts and cooperation that 
success was attained. Your spontane- 
ous and helpful suggestions for pro- 
cedure and cheerful interest is a source 
of much inspiration to us. Our 
president, Mrs. Gillispie, and our 
executive board wish you to know 
that we are indeed most grateful to 
you for what you are doing and an- 
ticipate with interest our further 

They came in overalls, boots and 
what-nots. Whiskers and all. 

“I think it was a very good thing, 
as we are going to. get a lot of these 
farmers back. Some didn’t know 
where to buy the tickets, or how to 
get in the theatre after they bought 
them. I overheard one farmer make 
the remark: ‘I don’t know whether I 
want to go in there or not, as I am 
afraid it’s too swell for me, and I 
wouldn’t know what to do after I 
got in.’ We made him feel easy right 
away on that point. 

“We were not getting the farmers’ 
trade as we should, for the simple 
reason that they thought we were too 
swell, and that if they came in they 
would be embarrassed. So they stayed 
away. And we need the farmers’ trade 
down here. 

“They got an awful kick out of 
the show. It was the talk of the coun- 
tryside. The papers gave me fine sup- 
port on it. And we had the opposi- 
tion pretty much worried. He passed 
the word around that it was a hick 
stunt. But I noticed he checked us 
both nights, and admitted afterwards 
that it was a good stunt. The only 

thing he was sorry for was because he 
didn’t think of it first.” 

There’s more than the mere 
reporting of a good stunt, ably 
managed, in Miller’s story. He 
sets a mark for managers oper- 
ating under similar conditions 
to shoot at in emulating his 

The fiddlers’ contest in itself 
is nothing new. Its been done 
many times before in just as 
many different ways. Right at 
the start of his story. Miller 
admits it didn’t pull in many 
of the local regulars. He’s prob- 
ably got them coming anyway. 
The tactics in which the oppo- 
sition manager indulged shows 
which way the wind is blowing 
in North Platte. 

Showmanship in the last 
analysis means developing busi- 
ness. That’s just what Miller 
is doing. Furthermore he is 
directing his efforts to the places 
and people that need most at- 

9 ONE OF the first principles 
of showmanship is that no 
matter how attractive the offer- 
ing, the first task is to make 
your patrons stop and lend an 
ear. Otherwise you haven’t a 

assistant is 
in success of 



# ANOTHER brilliant birthday 

party was staged at the Fox 
Uptown Theatre, Los An- 
geles, by manager Art Wenzel 
with the able co-operation of 
his assistant manager, Ray 
Perkins. The occasion was the 
birthday anniversary of Mme. 
Jean Gerne, noted civic welfare 

Seven hundred and fifty 
Camp-Fire Girls, six Superior 
Court Judges and a group of 
leading club women attended 
the matinee, helping to make 
the presentation of a gigantic 
birthday cake a notable affair. 
A delightful program was ar- 
ranged featuring William Boyd 
in His First Command and the 
famous Meglin Kiddies in a 
series of song and dance spe- 

Wenzel gives assistant man- 
ager Perkins credit for securing 
the noted guests and girls. 


chance. The FOX PALACE 
1 HEATRE in Johnston City, 
Illinois, is right in the midst of 
territory where competition is 
most keen. Practically every 
show that its manager, John 
Meinardi, gets, requires a novel 
campaign to fully realize on all 
its possibilities. 

On Half Way to Heaven he 
conceived a unique scheme. In- 
stead of distributing his heralds 
in the ordinary manner, he had 
them scattered from an airplane. 
The wording of the throw-a- 
way made it novel, “This ad- 
vertisement is coming to you 
from Half Way to Heaven — 
the picture showing at the Fox 
PALACE.” It clicked. Not break- 
ing any records, but arousing 
enough interest to give the 
house one of its best weeks in 

Evidently he is not showing 
Mickey Mouse Cartoons, nev- 
ertheless, Meinardi is organizing 
a Junior Saturday Matinee 
Club. Membership cards and’ 
buttons are issued and the 
youngsters of Johnston City are 
enthusiastic about the club. The 
club purposes and activities are 
quite similar to the many 
Mickey Mouse organizations 
elsewhere in the circuit. 


bringing many new patrons to theatre 
aids also to break down barrier that 
kept rural population from coming 


as airplane scatters advertising from 
half way to heaven feature boosted 
in most realistic manner to public 

; I ■n 



Proposed new fox theatre. 

too &LOCK SO {jREENLEAF avenue. 




• AT THE top is architect’s conception of the new 
Fox Theatre to be erected in Whittier at a cost of 
$ 1 50,000. The seating capacity will be in excess of a 
thousand. The building will contain eight stores. It 
is possible before construction is started revisions may 
be made to include eight stories of apartments. 

• IT REQUIRED ten Pickwick Buses, eight Oaklands 
and ten Buicks to transport the party of 750 Camp- 
fire Girls, Superior Court Judges and prominent club 
women shown above to the Mickey Mouse Club 
Matinee conducted by Arthur Wenzel, manager FOX 

• IT IS estimated the arrival of the Fox-Fanchon and 
Marco Air House Party in the giant Fokker F-52 at 
Los Angeles attracted more than ten thousand people 
to the Air Port. Among the passengers were four F. 
U M. Sunkist Beauties. 

• AT RIGHT is a photo of 
the front of FOX CALI- 
Bernardino, showing mod- 
ernistic design of lobby 
cards. Both frames and cards 
carry only black and white 
in their coloring scheme. 
Their simplicity in design 
and lay-out brings the let- 
tering out very effectively. 





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by manager who intimates they should 
excite interest but not reveal story as 
well as be pToperly programmed 


contest that may become country wide 
suggested by manager seeing great 
newspaper and merchant contacts 

• Don’t Read this unless you 

are vitally interested in one 
of your ace advertising bets. 
Studio publicity departments 
will find in it food for much 

A. C. Raleigh, City Manager, 
Fox West Coast Theatres, 
Olympia, Washington, critical- 
ly analyzes the trailer situation, 
and offers very constructive sug- 
gestions for its improvement. 
It’s showmanship. The kind of 
showmanship that studies every 
item of possible advantage and 
then developes the cardinal es- 
sentials to the highest degree. 
Raleigh writes: 

"The question of trailers is one 
that needs some sort of supervision or 
attention. I frequently have patrons 
tell me they like the trailer better than 
the picture. In my present picture, 
the press book and all advertising 
lauded Jimmy Durante as the new 
screen comic. In the trailer he sings 
practically all of the same two songs 
which he does in the picture. People 
had already seen what I was hollering 
my head off for them to come and see. 

"I believe that trailers should be 


made to excite interest without show- 
ing your whole hand. I believe that 
Warner Brothers have evolved the best 
trailers. As you know, their trailers 
give a little sort of story and intro- 
duce the cast and use various methods 
of stimulating interest in the picture 
without spilling the beans. 

"The best trailers leave plenty to 
the imagination. A few scenes might 
be shown, but not all the punch scenes. 
They could be described by some mem- 
bers of the cast in a way that would 
sell without showing them." 

Study of patrons’ remarks has 
been the basis for Raleigh’s con- 
clusions. But treating the make- 
up of the trailer does not finish 
his argument. The proper plac- 
ing of trailer advertising receives 
much attention. He places the 
trailer on the following attrac- 
tion immediately ahead of the 
current feature. Special subjects 
such as scrip and policy talks 
come earlier in the program. 

The final argument anent 
the high cost reasons that the 
theatre is entitled to a special 
trailer, made as a trailer in its 
entirety, not merely scenes from 
the picture, cut and put to- 
gether. Trailers have one pur- 
pose, that of exciting interest 
in the coming attraction. 

• A CITY wide celebration 
marked Hermie King’s 
reaching his 75th consecutive 
week as master of ceremonies 
THEATRE. This full page 
layout appearing in “The 
Tribune” and put over by 
Phil Phillips is a testimonial 
of Hermie’s popularity among 
Oakland merchants. 

7’hey should not be a synop- 
sis in tabloid form. 

Raleigh’s diagnosis will be of 
interest to many managers who 
find trailer advertising one of 
their most important selling 
forces. The remedy, however, 
seems to lie with the studio. 

gas company is 
tied-up twice 

§ Two Portland, Oregon, 

theatres tied up simultaneous- 
ly with the Portland Gas and 
Coke Company for good pub- 
licity . . Allan Cushman, man- 
ager of the Fox Hollywood 
Theatre has arranged for the 
Gas Company to work with 
him in putting on a cooking 
school. The company is furn- 
ishing stoves, refrigerators and 
a cooking specialist and will 
carry the news in all their ad- 
vertising, both in the press and 
by means of cards to gas con- 

Food also was the basis for 
J. J. Parker’s tie-up. Fox U. A. 
THEATRE when playing Be 
Yourself in which Fannie Brice 
uses a gas stove. 

% Fox THEATRE managers are 

not going to fall down in 
exploiting and advertising Her 
Golden Calf. Last week Now 
carried a story that someone in 
the studio publicity department 
slipped a cog in not arranging 
a national tie-up with Blue 
Moon Hosiery. 

Now comes O. Fred Glass- 
manager of the Fox Temple 
Theatre, McCook, Nebraska, 
opening his letter thusly: “Just 
saw Her Golden Calf last night 
at midnight preview and be- 
lieve we have the greatest pic- 
ture for tie-ups and exploita- 
tion that we have had in years.” 

Glass’ first suggestion en- 
braces individual houses, whole 
divisions and finally the entire 
circuit. It’s the essence of con- 

two ways of 
contacts which 



• Increasing Monday busi- 
ness 40 per cent at the small 
cost of but $2.70, in addition 
to putting the name of his the- 
atre and its feature, Sarah and 
Son, in every school room and 
every home in Muscatine, Iowa, 
is the accomplishment of J. W. 
Creamer, manager of the PAL- 
ACE Theatre. 

Basing a contest on the story 
of the feature. Creamer offered 
a framed picture of “Mother,” 
by Whistler, as a prize for the 
best twenty-five word essay on 
the children’s idea of Mother. 
Instead of awarding the prize 
to an individual, it went to the 
room of the school in which 
the child is a pupil. Each teach- 
er selected the best essay sub- 
mitted by her pupils, the ulti- 
mate winner of the contest be- 
ing selected from these by a 
committee composed of a news- 
paper editor, a business man and 

Not only is Creamer click- 
ing with special contests, but 
by means of personal contact 
and good business management 
he is developing the PALACE 
into one of the outstanding the- 
atres of his division. During 
the run of Song of the West he 
extended an invitation to all 
people over sixty-five years of 
age to attend the feature as his 

structive showmanship. “The 
Perfect Leg” is the type of con- 
test that Glass advances. In 
conjunction with the showing 
of the picture in outlying 
towns, such a contest would be 
undertaken with the four win- 
ning young ladies competing 
with similar winners from 
every house at a grand finale to 
be held in the ace house of the 
city in which divisional head- 
quarters is located. He points 
out the tremendous publicity 
that could be obtained from 
newspapers all over the divi- 
sional circuits on such a con- 
test. Suggesting among many 
others, tie-ups not only with 
Blue Moon, but other hosiery 
manfacturers and dealers, shoes, 
dancing schools, fashion shops, 
sporting goods stores, physical 
culture establishments and last 
but not least chiropractors and 
other practitioners who are 
anxious for publicity. 

Furthering the divisional 
contests, the winners of which 
.could be sent to Hollywood to 
compete for picture careers with 
FOX and other studios and in 
addition would furnish splen- 
did material for FANCHON AND 

Marco Sunkist Beauties. 

Glass is chuck full of confidence 
as to possibilities of the idea, 
stating that it would prove to 
be one of the greatest ballyhoo 
gags that we have had in years. 

This is the kind of show- 
manship which every executive 
in the Fox West Coast or- 
ganization wants to see coming 
in from every manager. Be- 
cause of it, the Showmanship 
Council was created. It benefits 
everybody. Glass didn’t wait 
until he had the picture sched- 
uled for his own house. Neither 
was it possible to have had a 
copy of Now to see what was 
wanted on Her Golden Calf. 
Nor did he hesitate to send his 
idea in immediately on seeing 
the preview. 

patrons try 
hundreds but 
only one lone 


• Not Seven, but 2500 keys 

were used by Harry Hun- 
sacker, managing the FOX VI- 
SALIA THEATRE in an exploita- 
tion tie up with six Visalia 
merchants on Seven Keys to 

Giving away the keys to pa- 
trons at the box office there was 
a right key for each separate 
box displayed in the windows 
of the cooperating merchants. 
A card alongside the box in- 
formed key holders they could 



sends letters to parents and teachers 
stating good arguments for special 
matinees which feature right pixes 

try their keys anytime during 
business hours. Worthwhile 
prizes in the locked boxes stim- 
ulated the searchers to visit each 
shop. Of the six boxes dis- 
played only one remained un- 
opened. The merchants re- 
ported that practically every 
one who had a dummy key visi- 
ted their shops. 

An additional box was 
placed in the lobby of the thea- 
tre for which the key was held 
until the very last. Conse- 
quently everyone who did have 
a key came back to try that lock 
after visiting all the stores. The 
prize in the lobby box was a 
$5.00 scrip book. 

One of the merchants partici- 
pating in the stunt printed the 
back of the key tags with his ad 
reducing the cost to the theatre 
to that of only providing the 

The gag was good advance 
exploitation for Seven Keys to 
Baldpate as it gave Hunsacker 
six big window displays for a 
week preceding the opening 
date. The word of mouth ad- 
vertising passed around by the 
searchers was invaluable in 
stimulating attendance during 
the feature. Nothing new to 
the key hunt idea, but as 
worked here it was effective. 

ences*\vill be asked to select the 
four or five best talking pictures 
they would like to see again. 
Six sheet boards will be placed 
in the lobbies of all theatres 
suggesting the titles of all big 
pictures available, with as many 
features being listed as possible. 
Ballot boxes placed in the lobby 
and cards handed to patrons 
will allow them to vote for 
their favorites. Those pictures 
getting the largest number of 
votes will be the ones shown. 

Ricketson states that he is 
only picking up an old idea 
that has been used in that ter- 
ritory previously with good re- 
sults being obtained. Experience 
showing that in towns where 
"Request Week” has been put 
on before, even though the pic- 
tures have been run twice and 
three times, the last at very 
cheap prices, the stunt has 
brought patrons back to a de 
luxe house at the usual admis- 
sion price. 

Try it. It always succeeds. 

• Addressing A letter to all 
the members of the Rich- 
mond, California, Parent- 
Teachers Associations. A. V. 
Brady, manager of the Fox 
California Theatre gives 6 
big reasons why parents should 
send their children to the 
Saturday matinee. 

1 . Feature pictures, carefully se- 
lected for their suitability to the child’s 
mind, are the only ones allowed on 
our screen. 

Added attractions such as car- 

toons and talking comedies that ap- 
peal to children, also group singing 
of popular songs are part of the mati- 
nee program. 

3. Your child gets his entertain- 
ment during the day time, thus lessen- 
ing his desire to see an evening per- 
formance and later wander about the 
streets unchaperoned. 

4. Every child attending the mati- 
nee receives a regular size ’’Hot Air” 
candy bar, manufactured by the Car- 
dinet Candy Company, to add to his 
enjoyment of the show. 

5. The organization of Birthday 
Clubs, etc., help to keep an interest 
alive in the worthy activities of the 
theater and community. 

6. A Junior Matinee is primarily 
a kid’s party where the conventions of 
the evening show are cast aside to give 
them one opportunity each week to 
have a whale of a good time in their 
own way. 


schools support contest while teachers 
feel it increases student interest in 
regular musical instruction courses 

ft %jf WALDO THEATRE cotf& r 

■ i MBi I ■ 1 

muomtcmhi ♦: 

: 'KtC, *!<>.] 

9 FIELD representatives of NOW 

are starting to get in effective 
work. Here’s H. E. Jameyson’s 
first story of a real event in his 
territory : 

“Harmonica contests to 
double business, to help young- 
sters learn the elements of 
music, and finally to make the 
Fox Waldo Theatre, Kan- 
sas City, a community center of 
family interest is the three-fold 
accomplishment of L. B. Spon- 
sler. manager of the theatre. 

Sponsler started his weekly 
Harmonica contests by enlisting 
the P.-T. A., who called a spe- 
cial meeting to sponsor the idea 
and help put it across. The 
meeting was held in the neigh- 
borhood school. The principal 
of the school put her stamp of 
approval on it by declaring that 
interest aroused in Harmonica 
playing led to a better under- 
standing of the principles of 
music and made instruction in 
piano and violin easier. 

The merchants of the com- 
munity came across with fine 
window displays and stores 
handling harmonicas did a rush- 
ing business. 

The contest is held once 
weekly and four prizes are 
given, including Harmonicas 
furnished gratis by the Hohner 
Company. The four winners 

of each contest are eligible to 
become members of the Har- 
monica band being organized 
by Sponsler. 

In addition to doubling busi- 
ness, the contests have aroused 
much interest. 

to forestall 
summer drop 

@ Looking ahead to summer, 
with a view to forestalling 
the usual drop in business. Rick 
Ricketson. Northern Rocky 
Mountain Division Manager, is 
planning a "Request Week.” 

A month in advance, audi- 

• RIGHT from school came 
the kiddies to attend the 
first junior matinee held at the 
Los Angeles, in cooperation 
with associated Parent-Teach- 
ers Associations. Sixteen 
hundred youngsters contrib- 
uted a goodly sum to the 
treasury of the ‘‘Nutrition 

full pag;e tie-up 


facade of theatre and figure of modish 
maiden make up entire front page of 
a special fashion week supplement 

• WINDOW display and just 
a few of the juveniles who 
participated in the FOX 
WALDO Harmonica Contest. 
Competition is keen for from 
the four weekly winners will 
be selected members of a har- 
monica band that will repre- 
sent the theatre. 

9 Some Measure of the ex- 
cellent business that Herman 
Kersken is doing at the Fox 
THEATRE, San Francisco, can 
be attributed to his keeping his 
eyes and ears attuned to what 
most interests the public. 

On Sunday, April 6, the San 
Francisco Chronicle had a 
twenty-four page section de- 
voted to a spring revue of foot- 
wear and fashions. The entire 
front page depicts but two ob- 
jects — a feminine figure garbed 
from chapeau to pumps in the 
ultra mode and a striking pen 
and ink etching of the ornate 
facade of the Fox THEATRE. 

No woman in San Francisco 
could escape the terrific power 
of suggestion. Just that fash- 
ionable lady joining the throng 

in front of the theatre. In the 
entire supplement, there’s only 
one other reference to Fox. On 
one of the inner pages, sur- 
rounded by a mass of fashion 
notes, is a little squib stating 
that Walt Roesner, concert over- 
tures leader, recognizes spring 
shoe fashion week by donning 
a pair of the latest style light 
shoes for men. The front page is 
the thing. If ever a picture was 
worth a thousand words, this 
one surely is. The beauty of the 
layout, the smashing drive of 
the tie-up, is more than stealing 
a page. It makes the page. 

19 3 0 

!1 I° p * THEM ALL . . . 



World Premiere 

«.^TA p ?'l 19 

DOORS open 


rZ) World . 







Here is splendor. is the 
magnificence that is Holly- 
wood. is lavish spectacle 
...the daring to be original... 
to stun with ideas. ..and 
only here... is a production 
that shames the best . . . 


Fat... Funny... Melodious 

. . . PAUL 


k f. V* l_|. Ilf n I 

His world famous Band... 
and Stars... Stars... Stars 



WafcSl. KATHRYN ■ 






Mat No. 101 

• EVERY cut on this page is avail- 
able in mat form. Order by num- 
ber from Los Angeles office. These 
are all two-column lay-outs. Black 
backgrounds predominate in all ads. 

Mat No. 102 

• Let’s get this straight . . 

I’ve seen a lot of pictures 
. . I’ve never seen a more glor- 
ious spectacle than the Uni- 
versal production of Paul 
Whiteman in The King of 

That’s just it . . spectacle; 
we’ve got to add, in our adver- 
tising, the entertainment the 
picture has . . which the title, 
the star and the cast does not 

There is no dodging the fact 
that The King of Jazz is a re- 
vue . . and right now — revues, 
in the theatre taste, are bitter. 
Do not . . in any way . . use 
the word “revue” in your copy. 

As a word, “jazz” died years 
ago. “Syncopation” died with 
it. The only excuse for “jazz” 
being in the title . . is White- 
man, — for with Whiteman, the 
word “jazz” was created. 

Whiteman is an institution 
. . no other orchestra leader ever 
compared with him . . probably 
none ever will. Whiteman is in- 
ternational . . he is small town 
and big city and yet . . to me 
— the picture, the glory of the 
thing, the entertainment, the 
cast, the production . . is big- 
ger than Whiteman. 

selling copy 

9 I THINK it has been our ex- 
perience . . in selling pictures 
— that the person that comes to 
the screen from outside of the 
movies . . is a dud on their first 
venture. This was true with a 
half dozen well-known stage 
stars . . there is a chance that it 
may be true with Whiteman . . 
that’s why I say — smother 
Whiteman, the title of the pic- 
ture . . with the entertainment 
that is in the picture itself. 

Read the copy in the attached 
ads . . 

We’ve tried to keep away 
from bromides . . adjectives . . 
superlatives — on the contrary . . 
we’ve tried to give them selling 
copy. We’ve tried to get it 
away from The usual run of 
sales argument — we’ve intro- 
duced, we think, a new angle in 
the way we’ve handled “cost a 
million and worth every dime” 

. . “The most talked about pic- 
ture in history.” Not the lines 
themselves . . but the thought 
behind them. 

girl appeal 

# Get Girls into your appeal 
with this attraction. The mere 
announcement, in towns where 
Whiteman has played, of “Paul 
Whiteman in The King of Jazz,” 
may infer that Whiteman, in 
person, is again appearing at 
the theatre with his orchestra. 

John Boles should be an im- 
portant figure in your campaign 
. . Boles made good in Rio Rita 
and he should repeat in this 
one. His two big numbers are 
Dawn of the Day and Monte- 
rey. Boles is a Victor recording 

• ColulMbia Phonograph 

Company will play ball 

with you in the exploiting of 
Whiteman — they have all the 
song and music hits of the pro- 
duction. Get in touch with 
your merchant who handles this 
line . . in the cities . . . contact 
with the Columbia agency. 

Follow through with the cast 
in this picture . . each has a fol- 
lowing . . give them all a break. 

iNOTE title has been played above 
Whiteman’s name. Reason for this is 
explained in text matter on this page. 
Bear this in mind when creating your ads. 

# BALLOONS . . Fred Cruise. 

manager of the Fox CRITER- 
ION, in L. A,, where the pic- 

Mat No. 103 

ture will play, has made a deal 
for Paul Whiteman balloons. 
They come from the Western 
Novelty Co., 718 South Los 
Angeles Street. Leon Harris, 
manager. The price, fully im- 
printed with date and theatre, 
is $92.50 for 5,000. 

angle into everything that you 

Dance hall orchestras and 
cafes . . get them to feature the 
music hits of The King of Jazz. 

a ballyhoo 

noted director 

Whiteman records from The • HERE is the first picture to 
King of Jazz. be staged . . every foot of it 

Phonograph in your lobby — by a legitimate stage produc- 
. . better still . . can you con- er. John Murray Anderson . . 
nect a loud speaker that will and what a job he has done, 
bring to the street the music of What the Follies, the Scandals 
the production? and the Greenwich Village 

means to New York . . what 
■ . • they mean for spectacle, wit, 

merchant tie-Up physical beauty — lavish produc- 

1 tion . . The King of Jazz will 
Q MERCHANT tie-up on White- mean to the talkies. 

man records . . get windows When you get a peep at The 
. . get the merchants to dis- King of Jazz, you’ll find it a 
tribute heralds. Get the girl PICTURE . . every inch of it. 

"The King of Jazz" 

. . with rotund PAUL 
Whiteman . . is the 

most glorious spec- 
tacle ever conceived 
in the mind of man . . 

• c> .. 

it is the most colorful 
melody romance ever 
produced . . it costs 
better than a million 
dollars . . it has more 
clever people than 
any picture produced 
up to date . . it has more 
feminine beauty . . 
more ravishingly gor- 
geous girls than you 
ever dreamed of . . 
there is more genuine 
entertainment than we 
ever thought possible . . 

"The King of Jazz" 

is a picture . . every 
inch of it is super- 
entertainment . . there 
are more novel 
ideas in it than you 
would expect to find 
in five pictures. . . 
Believe what we are 
telling you . . Los 
Angeles will rave over 

"The King of Jazz" 

as they never did 
before over any 

N am?v S c? U WITH OR'GI 1 


onv° R r a c£ RMS WITH MEL- 
• ■ . hen 
is 1930 







With rollicking and rotund 



AT 11 A.M. 




A Spectacular Production 

More Originality.. New Id 
and Feminine Beauty.. Th 
Score of Rivals... 

{ glased ... andflow , 







beautiful as the 
mri«e . . ■ and with 

,d how 

Wo '^G „7‘| 



Mat. No. 107 

• GIRL angle has been injected in this ad via the decora- 
tive illustrations and the girls predominating in half- 
tone photos. Reason for this is also explained in text. 
Remember when ordering mats use mat number at bottom 
of each mat. 



\l_KED about 
n the history 
llY WOOD... 

jn guessing • • • 
ilating * No*- 
e something to 

IS a picture... 

. entertainment 

To Exploit. . . Advertise.. . Publicise 'King of 
Jazz”... Some Don ts... and Some Dos... Read ^ 
Carefully ... for Important Stress Points. F 


frank whifcbeck 


houjd be 

J premiere 




Mat No. "105 

Tons of cool fresh air are pouring 
into the FOX PALACE . . . 

$60,000 worth of machinery work- 
ing to keep you cool and comfort- 
able . . . tons of steel turning heat 
and humidity into summer resort 
weather . . . come to the PALACE 
and laugh in the face of the weather 

CO act and our current show. 
Our own art department will 
have charge of the layouts, in- 
suring us of the space we are 
looking for along the “Keep 
Cool’’ Theatre idea. 

In addition to the newspaper 
advertising, arrangements have 
been made for window displays 
in all of the stores using Hages' 
Ice Cream, which means over 
one hundred stores in the city. 
Cards and cut-outs, featuring 
A1 Lyons and the Fox THE- 
ATRE prominently will be used 
on mirrors and fountain backs. 
All of the Hages’ trucks will 
carry banners with pictures of 
A1 Lyons and copy which will 
carry out the “Keep Cool” Idea 
and which will be tied in with 

o n 






often, the theatre name is 
omitted, using only the slogan. 

0 In LINE with planting the 
idea of having “the coolest 
spot in town,” or any such slo- 
gan, a Limerick Contest tieup 
with the newspaper is a good 
bet. Each limerick should con- 
tain the theatre name and slogan 
in some manner, and the limer- 
icks can be judged daily, over 
a period of days or weeks, with 
the paper running the winning 
limerick daily. Pass tickets will 
be all that is necessary, or a mer- 
chant tieup can be made. A co- 
op page, with the paper lining 
up Frigidaire dealers and Ice 
plants, ice cream emporiums, 
etc., can be arranged giving the 
theatre a banner head for its 
Keep Cool campaign. Another 
idea, with papers that play that 
way, is to make it a half-page 
co-op ad, with the rest of the 
page devoted to news stories and 
pix about the cooling plant, 
and the co-opers. 

0 A TlE-Up with a Dixie, 
Eskimo Pie or similar ice 
cream bar manufacturer, to give 
away such bars at special mati- 
nees, kiddie shows, Mickey 
Mouse clubs, etc., is a good hot 
weather draw, and many other 
angles can be evolved, such as 
bannering the delivery trucks, 
and a special show for all the 

• WHEN “Broadway” played the FOX JONES 
THEATRE in Canon City, Colo., Dave Morri- 
son tied up with one of the department stores and 
secured a striking window with the sky-line of a 
big city forming the central background against 
which the merchant displayed his wares. It is 
striking for its simplicity and dignity. 

a white uniformed usher with 
paper cups, is all that is needed. 
An embellishment would be to 
have the cooler in an ice cave 
effect, under colored lights, a 
few igloos and scenic back- 
ground, or as far as one's im- 
agination might be permitted to 

0 In HOUSES not equipped 
with ice plants, a deal can be 
arranged with a local plant to 
provide 100 pound cakes of ice 
gratis. Here at the McDonald 
we use ice in that manner, put- 
ting the ice right ahead of our 
air washer, which cools both 
the air before it strikes the 
water, and keeps the water 
cooler. The ice man gets screen 
mention, but not about furn- 
ishing us ice, as we don’t care 
to spoil the ideas of those who 
may think we have our own 
plant. We do manage to keep 
the house cool, however. 

• A GOOD gag for a hot day is 
to tieup with the ice com- 
pany and have coins and passes 
frozen in a large cake of ice. 
The cake is placed on the side- 

turning on the water this sum- 
mer. The water must be kept in 
a spray, if it falls over the edge 
of the marquee, else many pe- 
destrians would start using the 
other side of the street, or the 
back of your neck to walk 

• Decorating the front of 
the house is important, and 
the foots, and pit, can be turned 
into an everglade at little or 
no expense. Cans of water, con- 
cealed in the trough, and in the 
pit, will serve to keep ferns and 
sprays of naturals in good con- 
dition, and there are always the 
artificial flowers for those who 
can afford to buy them. 

0 ONE OF the best and most 
inexpensive cool effects is that 
achieved by dressing all em- 
ployees in whites just as the 
heat wave breaks. The whites 
take blue spots beautifully, and 
do much to add to the general 
scheme of coolness within. 

0 To Those who have been 
good and hot (here on earth) 
and have then been subjected to 
a loud racket, noise or such 

disturbance, the thought of soft- 
ening down the musical num- 
bers by the organist, stage band 
or orchestra should make a hit. 
Unless patrons inside the the- 
atre are actually cooled off, and 
the music strikes up double 
forte for any length of time, 
the patrons are bound to squirm 
in their seats, begin to feel un- 
comfortable, and finally realize 
how hot they really are. A few 
words with the musicians can 
forestall all this, and in turn, 
help to cool off the hot cus- 
tomers, along with the plant. 

says hartman 

0 This is a campaign that has 
already been set in San Diego, 
but which could be used in 
other places just as well. 

A tieup has been made with 
Hages Ice Cream Company for 
a three months’ campaign on a 
A-l Lyons Sundae. This cam- 
paign is to be used to sell the 
idea of “Keep Cool” and to 
publicize FanCHON AND MAR- 
CO and the FOX THEATRE. It 
starts with a newspaper adver- 
tising campaign wherein the 
Hages Ice Cream Company rttns 
a series of ads starting out with 
2 columns, 8 inches, over a 
period of 6 days. Then it grows 
to a quarter page for 6 more 
days; a half page for a like per- 
iod and finally winds up in full 
pages. This will be used in all 
three of the local newspapers. 
We are privileged to use space 
to sell our FANCHON AND MAR- 

0 WHEN assigning the show- 
manship council the task of 
ad libbing on Keep Cool it was 
our belief we had given them a 
rather tough job. That they 
handled it like veterans of the 
theatre is evidenced in the ma- 
terial and ideas they present. 

A report is not given you 
from each member. Wire advice 
from Seattle indicates Fitzgerald 
was one of the first to mail in 
his material, but it seemingly 
was lost enroute. 

You possibly know from re- 
ports in showmanship pages of 
material emanating from the 
Midwest Division that H. E. 
Jameyson’s forte is newspaper 
advertising. All single column 
keep cool ads, with sketches, 
sprinkled over these two pages 
are contributions of Jameyson. 

0 INSIDE the under edge of the 
marquee, an icicle valance, of 
compo board, painted white on 
both sides, and covered with 
metalic Snow Flitters, gives a 
cool and inviting appearance to 

from a distance, also keeping the 
inside around the box-office 
dark, permitting the use of baby 
spots, fastened up under the 
marquee, to give cool colors a 
play on the box-office display 
frames, etc. 

0 AUGMENTING the marquee 
icicle effect, a compo board 
border is imposed over the top 
of the lobby frames, transform- 
ing the whole lobby scheme in- 
to a glistening cool haven that 
is nothing if not inviting. Cool 
copy is inscribed across the tops 
of these border masks, the let- 
ters, of course, with a snow- 
capped effect. 

0 Whenever a radio program 
is broadcast from the theatre, 
or for the theatre, every men- 
tion of the theatre name is fol- 
lowed with the slogan, such as: 
“FOX McDonald, the Coolest 
Spot in Town;” and, quite 

says brown 

0 As SOON as the novelty of 

the first Spring weather has 
worn off, we will break out in 
the dailies with a story of a 
complete Renovation of our 
Cooling Plant, detailing num- 
erous newly devised improve- 
ments that are being put in, 
giving us “one of the most 
modern cooling and ventilating 
systems in the state.” This will 
be followed a few days later 
by other items concerning the 
progress of the renovation, and 
a final story telling of the com- 

This will all be in advance 
of our actual Warm Spell, so 
we cannot stress too much on 
the subject of Keep Cool, but 
merely plant the idea that we 
have completed steps to keep 
our theatre comfortable in all 

We will have started Spring 
cleaning and painting, or redec- 
orating by this time, and will 
plant several news stories on 
that, augmenting the favorable 
impression of our cooling plant 
stories. The painting and 
changes in the physical appear- 
ance of the house give the pa- 
trons something actually visible 
to the naked eye, and tend to 
back up both stories, giving us 
a lasting impression “When 
Summer Comes.” 

As the days near, we con- 
tinue to transform the appear- 
ance of the house, inside, grad- 
ually working out to the lobby 
as the first touch of real warm 
weather starts. 

ice cream employees, to show 
them how cool the theatre ac- 
tually is. 

0 This One has whiskers, but 
is always an appreciated gag, 
the idea being to give patrons 
coming in off the hot street a 
big shot of ice water, which 
helps cool them off, and is 
taken as a special service on the 
part of the theatre. A large 
cooler, with the ice free for 
credit given the ice plant, and 

walk in front of the theatre, 
with a card explaining that 
those present at the time may 
have the coins and passes after 
they have melted out. The bot- 
tom of the cake should have a 
picture, 11x14 or 8x10 still, of 
the current show, visible to 
those watching the stunt. 

0 A SPRAY of water, shooting 
straight up from the top of 
the marquee, and falling in a 
fine mist on the pavement and 
possibly the sidewalk, (if the 
mist is fine enough) is a good 
cooling bet, giving both a cool 
atmosphere and the suggestion. 
We used the steam idea on Hot 
For Paris, and have left the 
spray pipes around the top of 
the marquee with the idea of 

Our mammoth cooling plant is hit- 
ting on all six . . bringing cool 
comfort to fevered brows . . the 
FOX GRANADA is oozing over 
with “coolth” . . . come and soak 
up your share! 

the entire front. If the under 
side of the marquee has a border 
of lights, set the valance inside 
of the lights, thus illuminating 
the snow effect so it can be seen 


19 3 0 


k e e 

eddie fitzgerald 
rocky newton 
h. e. jameyson 
russell brown 
haTTy hartman 
jim hughes 
bob harvey 

the idea of the cool Fox THE- 
ATRE. Every possible medium 
of exploitation will be utilized. 

Saving the best for the last 
— this campaign is entirely 
without cost to the Fox 

• Since all of the new mar- 
quees are of neon display, we 

believe that everyone of these 
marquees carry red letters to an- 
nounce the current attractions. 
It seems that some arrangement 
could be made with the Neon 
Company whereby blue or green 
letters could be used instead of 
red, enhancing the "Keep Cool” 

• Here’s an idea that sounds 
a bit far-fetched, but which 

could be put over to advantage 
with the aid of proper promo- 

At present many beverage 
concerns are concentrating on 

L tr tyorkiny for Os! 

We’ve put him on 
<3§£gM the staff . . . he’s 

a gent you can love 
better in July than January . . . 
with Jack on the job the FOX 
CRITERION turns “heat waves” 
into cool waves. Meet him today. 
He’s a comforting chap. 

novel thirst quenchers to meet 
the demands of summer. A 
suitable spot could be set aside 
in an inner theatre foyer, where 
some enterprising firm could in- 
stall a nice display and serve 
cold drinks to patrons of the 
theatre. The glasses or prefer- 
ably paper cups used need not 
be over two or three ounces in 

If a firm were introducing a 
new drink to the public, no bet- 
ter means of exploitation could 
be found. The firm would prob- 
ably be willing to furnish a 
couple of girl attendants, prop- 
erly attired, who could serve 
these drinks to the audience dur- 
ing a special “Keep Cool” inter- 
mission. As a rule, a new con- 
cern of this kind finds it profit- 
able to do a lot of advertising, 
both in newspapers and on bill- 
boards. The Theatre could tie 
up with this display in a prom- 
inent manner. 

This is just a suggestion that 
may easily be elaborated upon. 
To demonstrate its possibilities, 
we might state that we are en- 
tering upon a tie up of that kind 
in San Diego. 

• The Gilmore Gasoline Com- 
pany is doing a lot of adver- 
tising at present in connection 
with their Blu-Green Gasoline. 
They have a big broadcasting 
program over the radio, at 
which time they sing what they 

call the longest song in the 
world and every verse ties in 
with their selling line of keep 
your gasoline cool with Blu- 
Green Gas. Their line offers a 
tieup with the word “cool” 
which could be hooked up with 
our campaign. If the Fox THE- 
ATRES on the coast could tie up 
with Gilmore, we could get a 
large amount of publicity 
through these radio broadcasts. 
The above is just a little food 
for thought. Some representa- 
tive of the Gilmore Company 
could be interviewed and some 
cooperative measures lined up 
between their Gas gag and our 
cool theatres stunt that would 
carry the message over for both. 
It’s impossible to state definitely 
just what could be done — this 
would unfold during a confer- 
ence with the Gilmore people. 

It should be made coast-wide 
with Gilmore Gas, and in other 
parts of the country this same 
proposition could be worked 
out with other gas companies 
exploiting the same idea. 

• SINCE Frigidaire does a lot 
of advertising, a tie up with 

them would be profitable. 
When we were giving away 
Chevrolet cars in our theatres, 
through local dealers, they co- 
operated to the fullest extent. 
Like the Chevrolet film we 
showed of the assembling of 
different parts of a car, we 
could likewise show a film of 
the Frigidaire methods of cool- 
ing and hooking this up with a 
reel showing similar methods em- 
ployed in our theatre. With 
proper hook-up with Frigidaire 
one of these Frigidaires could 
be given away at the theatre in 
the same manner that we gave 
away the Chevrolet car. A 
large Frigidaire could be on dis- 
play in the lobby with the coils 
exposed to the air and the Frigid- 
aire hooked up and in oper- 
ation. The coils would become 
covered with frost and finally 
resemble a large snowball. This 
display could be kept in the 
lobby during the hot season and 
would be very effective with 
blue and green lighting. 

Their methods of cooling 
could be tied up with the meth- 
ods used in our theatres to cool 
the air. A lot of possibilities 
center about this line and many 
other angles could be worked 
out in conjunction with this 

• In Houses where the Fan- 

chon & Marco Ideas play, 

the line girls dressed in bathing 
suits and busily polishing up 
the spray apparatus in the air 
work system, while same being 
turned on, would make a very 
effective picture for newspaper 

Where the Frigidaire system 
of cooling the air is used — the 
girls could be dressed in furs, 
mittens, fur caps, etc. while in- 
specting the cooling plant. A 
picture of this stunt having the 
girls a little in the nude for 

• YOUR Los Angeles ads have 

been carrying comic strip 

FcOME OH fcflOW H £Y Bf 




characters on Sunday. Why 
not use them in publicising the 
"Keep Cool” campaign? The 
Katzen jammer Kids in Alaska, 
for instance. 

says newton 

• HANG two large themome- 
ters; one in town near heavy 

sidewalk traffic and the other in 
the theatre lobby. On the 
thermometer in town call atten- 
tion to the prevailing temper- 
ature and urge people to come 
to the FOX THEATRE where the 
thermometer inside the Theatre 
is, say 20 degrees cooler. This 
of course can be varied accord- 
ing to the maximum and mini- 
mum temperatures. 

# DISPLAY a large block of ice, 
say 200 pounds, in the 

lobby with a placard alongside 
worded to the effect that "out- 
side this cake of ice would melt 
completely away in five hours. 
Here it will last three days. It 
is always cool and comfortable 
at the Fox Theatre”. This 
could be varied according to the 
town. You might even go to 
the extreme of putting a cake of 
ice on the sidewalk in front of 
the theatre, and one of similar 

size inside, which would create 
quite a crowd to watch the re- 
sult, and of course the papers 
would play it up big. You 
could really make a contest out 
of it and have some prominent 
man of the town be the official 
judge, etc. 

• I Am sure every theatre 
could tie in with one of the 

electric refrigerating companies, 
like Frigidaire, Kelvinator, or 
General Electric, and use their 
windows thru out the summer 
with effective tieups of one sort 
or another. Attention could be 
called to the fact that the Fox 
THEATRE thinks enough of the 
comfort of its patrons to spend 

$ Why not come in 

and select a Frigidaire and pro- 
tect your food as well as your 
pocketbook, or something along 
these lines. 

9 I Believe we could also tie 
up with the regular ice com- 
panies on some sort of a gag 
maybe to put placards on the 
sides of their wagons, pointing 
out the advantages of ice to the 
patrons of the Fox THEATRE 
as compared to the advantages 
of their ice in protecting their 
health and food at home. 

# I BELIEVE arrangements 
could be made in a great 

number of cities whereby some 
of the leading department 

stores, with particularly attrac- 
tive show windows, would not 
only display bathing suits on 
dummies, but the theatres using 
Fanchon Marco stage shows 
could send down several of the 
prettiest girls and give a demon- 
stration of the living display. 
Naturally there would be tieups 
and mention of the current 
show, and the fact that it is 


• IN making this lay-out for the FOX SAN FRAN- 
CISCO THEATRE, Bob Harvey has tied in a 
popular cartoon character as an attention getter. 
He carries his head copy in the cartoon conversation 
fashion and ties it in directly with the FOX THE- 
ATRES of San Francisco. 

. . . have you at- 
tended the FOX 
O R P H E U M 
lately. Summer 
resort weather . . . and no sand in 
your hair. Mountain coolness . . . 
and no stone bruises. A picnic . . . 
without the ants. A cool, comfort- 
ing vacation . . . that doesn’t leave 
you broke. Our mammoth cooling 
plant makes the ORPHEUM, Kan- 
sas City’s favorite summer resort. 

just as cool at the Fox THEA- 
TRE as these FANCHON 
Marco girls appear. 

• In The ad copy here is a 
good line: “At the Fox 

every day this summer you will 
be as cool as a cucumber: as 
comfortable as an old shoe; and 
as happy as a lark. Enjoy our 
hot weather programs”. 

says hughes 

• WE Have no modern cool- 
ing or ventilating system, 

only two suction fans on the 
roof, so therefore about all I 
can help on this issue will be 
"what I have done in the past” 
to fight hot weather. 

• It Makes my task a little 
more difficult in hot weather 

to entice the patrons in as they 
know the IMPERIAL about as 
well as I do as to comfort dur- 
ing the summer so have fol- 
lowed different lines to keep 
them coming. 

f In The past I have — Given 
more attention to my book- 
ings during July and August, 
bringing in the largest features 
possible, features that I knew 
the public wanted to see and 
would stand for a little discom- 
fort to see — 

• Always inaugurated a 
Greater Movie Season start- 
ing the first of August, carrying 
my advertising campaign dur- 
ing July along with advertising 
on current attractions, this has 
that so-called psychological 
effect on patrons, when they see 
the “bigger and better” pictures 
coming they will continue to 

% Also just carry “It’s Cooler 
In The Imperial” in my 
newspaper space.” "It’s Cooler 
Inside” signs out front, that’s 
all the mention I make of the 
weather, for I feel the least I 
say the better. 

• Summing up the hot 
weather situation in this 

city the outcome will depend 
greatly upon the attractions that 
I have, but I never let up on my 
usual stunts or advertising, in 
fact go at them a little harder. 


To see a bird of paradise walk- 
ing around in hen feathers is dis- 

Why the producers of High So- 
ciety Blues decided to waste a won- 
derful little picture ... to send 
out Janet Gaynor and Charles 
Farrell — the immortals of 7 th 
Heaven — in an effort to fascinate 
the world . . . under a parasol like 
High Society Blues ... is beyond 

The “blues” idea is stale. 

“High 'Society” invariably calls 
to mind inflexible spines and stilted 

The names Gaynor and Farrell, 
will have to intrigue for this 
talkie. Not that they can’t. But 
why the handicap? 

Are titles so hard to get? . . It 
doesn’t seem so. Some marvelous 
titles have been wasted on some 
terrible shows. 

It will probably be hard to con- 
vince with High Society Blues — 
until someone sees it . . . and begins 

For it is a sweet little story. 
Gaynor and Farrell were the stars 
of Sunny Side Up. David Butler 
directed both shows — has done as 
well . . . perhaps a shade better 
with High Society Blues . . . with 
the exception of that title — over 
which he had no control. 

The picture has a good plot. 

It moves. 

It has light and shade. 

Janet plays a city debutante — 
ultra smart, and all that. Did you 
know that she was born a cosmo- 
politan ... in Philadelphia? . . . 
And Charles Farrell plays a wealthy 
country boy. Did you know 
he was born . . . well, ‘back-state’? 
It was in Walpole, Massachusetts. 
Hope he doesn’t mind. 

One bright young man about 
Hollywood . . . gay blade, high- 
hat. and intellectual — says High 
Society Blues is hokum. 

The wealthy country boy wins 
rbe wealthy city girl — with a uke- 
lele. a marvelous personality, and 

The b-y-m about Hollywood 
wouldn’t think it was so improb- 
able — if only once he could see . . . 
the society editor of his home town 
paper . . . doctoring the copy . . . 
after some charming, personable, 
but distinctly “ineligible” young 
outlander had leaped the barricades, 
and stampeded with the winsome 
daughter of a socially-elect. It’s 
being done. 

And in High Society Blues . . . 
it is done so that it is funny — 
it amuses ... it entertains. 

Not necessarily hokum ... It 
is treated lightly. Thev go out 
to win you — and thev do. High 
Society Blues is something of a gem. 

High Society Blues! 

Just a poor bird of paradise, 
sent out into the world under a 
flannel nightcap. 




6 : ( 

When it was decided to make 
High Society Blues into pictures 
with Janet Gaynor and Charles 
Farrell it was realized a wider scope 
of action would be required for the 
players in this story than is usually 
permitted with a sound picture. 

Perhaps you have noticed that 
sound has compelled the players to 
stop rambling about the set. They 
are forced to stay within range of 
the microphone, and still they can- 
not be stilted and stiff, the action 
must be natural. 

High Society Blues would natur- 
ally call for elaborate sets. Elabor- 
ate sets mean a wide range of ac- 
tion. This demanded a battery of 
microphones with much expert 
labor on the part of the sound en- 
gineers to filter the various back- 
ground noises, but still bring out 
the main action sound and dialogue. 

All of this must be rehearsed 
time after time not only until the 
players are letter perfect in their 
lines, but up to the point where 
the sound engineers have succeeded 


For two generations, Willie Col- 
lier as a legitimate actor has de- 
lighted the American theatre world. 
Any production which featured him 
in the cast has been accepted by the 
public without reservation as good. 
High Society Blues, his first real 
talking picture is a splendid opus 
for continuation of the Collier class. 
It’s Willie Collier at his best. 
Enough said! 


The soft pedal has been gently 
but firmly applied to studio pub- 
licity departments. Passe are the 
days of flambouyant advertising 
and pure hokum publicity yarns. 
Straight, honest display ads with 
appropriate art of course and real, 
short but interesting stories for 
news columns is the watchword. 
Just another case of imagination 
giving way to cold practicability. 


High Society Blues; Song O' My 
My Heart, John McCormack's pre- 
mier screen gesture; Fox Movietone 
Follies of 1931; The Sea Wolf; 
Jack London’s most popular story: 
Connecticut Yankee in King 
Arthur’s Court; The Man Who 
Came Back. There’s a line-up of 
talking screen fare to suit the most 
fastidious for the coming summer 
and early fall. 


No more delightful love story 
ever filmed — no better pair of play- 
ers ever paired than Janet Gaynor 
and Charles Farrell, rarely such a 
splendid supporting cast as in High 
Society Blues. It's romantic, tune- 
ful, aglow with the spontaneity of 
youth. The ideal entertainment for 
all ages. 

If you want to meet Janet Gay- 
nor in person don’t look for her in 
the spots where filmdom’s great and 
near great gather. Only rarely does 
she mingle with other celebrities. 
Not that Janet considers herself su- 
perior in any way. But you know 
she is a recent bride and to all brides 
home is the most charming place. 
Just now she is living at her beach 
cottage — -a truly one — only five 
rooms, away out at Malibu. There 
she can rest and read, swim and 
play, or if she cares to. iust lie in 
the sand and dream. Oh. for the 
hectic life of a movie star in these 
lazy springtime days. 


To you whose piano rack is 
laden with Joe McCarthy song hits, 
prepare to make room for more. 
From out the dim nast, in the days 
of “When I Get You Alone To- 
nurtir” down to the fascinating airs 
of Rio Rita, Mac has been a steady 
contributor of America’s ponular 
bits. In Hia •> Society Blues, i 
conjunction with James F. .-. Hsrde 
he offers several numbers destined 
for a happy career. 

in establishing the resistances they 
must put in to force so that one 
sound does not overshadow the 
other and the dialogue can be clearly 
understood. It does not stop at 
this. Record is made of the scene 
four and five times on film and in 
sound and then the most perfect of 
these is the one that is used in the 
finished production. 

Before sound entered the pictures 
usually two negatives were made of 
a subject, today in addition to 
sound compelling the producers to 
use more film in the making of a 
picture, they also are compelled to 
make more negatives. At least 
three complete negatives are made 
of every picture. 

You will notice in High Society 
Blues that the old rumbling of the 
male voice is missing, there is not 
that pronounced change in tone 
when the transition is made from a 
girl’s voice to a man’s voice. This 
is due to a further perfection in 
handling of sound that was not 
possible with earlier productions. 



























These refinements have been grad- 
ual and many do not realize the 
great progress made in this direc- 
tion. Should you have the oppor- 
tunity of listening to one of the 
very first vocal pictures and then 
listen to Janet Gaynor and Charles 
Farrell in High Society Blues, you 
would realize the advance made in 
sound in the past year. 

That greater improvement will 
be made in the reproduction of not 
only the human voice, but all 
sounds in the musical scale is the 
foregone conclusion of the tech- 
nicians of the industry. With the 
perfection of Grandeur, which has 


this third installment 
of syndicate features 

comes to you in mats of either the heads 
and illustrations only or mats of matter 
as well... and they are built around 





Off stage, William Collier, Sr., 
is anything but ritzy, or the “high- 
hat” personality he plays in the 
High Society 
Blues. Having 
seen him in 
dozens of de- 
lightful stage 
plays and 

known him as 
probably the 
foremost light 
comedian that 
the American 
stage has pro- 
duced. I won- 
dered just how 
he enjoyed 

n, r- ii- c playing that 
Wm. Collier, Sr. p art 

I was not long in finding out. 
First, if there is anything he likes, 
it is appearing in a feature with 
such a zippy, interesting theme as 
High Society Blues. Secondly in 
all his long and illustrious career 
this was one of the few times he 
had the pleasure of working with 
such an all-around excellent cast. 
Since first he saw Janet Gaynor in 
Seventh Heaven, he has yearned for 
an opportunity to work with her. 
Collier lives his roles. He con- 
siders Miss Gaynor’s work in the 
picture that won for her a place 
among the silent screen’s im- 
mortals. one of the finest pieces of 
realism ever to come within his 
vision. Working with Charles 
Farrell in High Society Blues, she 
does some of the greatest work the 
cinema has developed. Collier, a 
veteran, enjoys his association with 
them. It is but natural for him to 
feel that nothing will ever approach 
the regular American stage when it 
was in its heyday, but in this, his 
first big talking picture endeavor, 
he sees a worthy successor to the 
stage’s former high estate. 

Willie Collier, as the older gen- 
erations know him, is an institu- 
tion. A show in which he was 
featured never lacked for crowded 
bouses and long runs. His de- 
lightful repartee, his witty ad-lib- 
bing have enshrined him in the 
hearts of millions. If he is in the 
cast, the show just simply has to be 
good. There’s no question about 

Rack your brain and consider 
who could have been a better busi- 
ness rival for the witty Collier than 
whimsical Lucien Littlefield? What 
could . have been a better vehicle 
for displaying their wealth of tal- 
ent than the plot of High Society 
Blues ? And who, but another old 
favorite. Hedda Hopper, could have 
been a better blue blooded, high 
sociefv wife? 

“I’ve never tried to be an actor.” 
he says. Quite a startling remark. 
That’s the great quality he has 
brought to High Society Blues. 

a wider sound track, a noticeable 
refinement is brought to sound 
reproduction. With all the resources 
of radio experiments and the re- 
search being done by the motion 
picture companies themselves rapid 



The adorable sweethearts of the 
screen are back again in High So- 
ciety Blues. Of course, you know 
immediately that we mean Janet 
Gaynor and Charles Farrell. 

You know that we couldn’t 
mean any other couple if you saw 
7th Heaven, and if you were fortu- 
nate enough to see Sunny Side Up. 
It’s refreshing these days that two 
people can go on being make-believe 
sweethearts and still be such whole- 
somely good friends in real life . . . 
each with his or her individual do- 
mestic interests. 

High Society Blues is the rift 
upon which many a matrimonial 
undertaking is wrecked. But one 
good argument for the institution 
of marriage is Janet Gaynor. She’s 
been married to the same man for 
several months and hasn’t applied 
for a divorce yet. Perhaps that is 
one contract which will end with a 
period instead of a comma. 

It can be done, though . . . even 
in Hollywood. A new note in so- 
ciety blues is being found by a 
group of actually contented couples 
who have been married permanently 
for some time. 

Just count them on the fingers of 
your left hand. There are Mary 
Pickford and Doug; Milton Sills 
and Doris Kenyon; Conrad Nagel 
and his wife (who, by the way. is 
a non-professional and who met 
Mr. Nagel while she was writing 
publicity for a movie magazine) : 
Harold Lloyd and his charming 
wife. Mildred; Colleen Moore and 
John McCormack, the producer, 
and last, but not in any way the 
least . . . Buster Keaton and Natalie 

An exclusive clique of these folks 
travel about quite a bit in Holly- 
wood. They can be seen quite 
often at a theater party or at the 
Ambassador or Roosevelt Hotels on 
formal dinner-dance nights, and 
frequently they hold their famous 
“soiree” at the homes of the 

I don’t believe it can be called a 
club because no one ever beard of a 
business meeting and no member 
has been appointed to keep books 
or act as treasurer. The require- 
ments. if you are a star and you 
wish to be “admitted,” are: 

1. To be married two years or 
more. . . 

2. To the same person during this 
period of time, and 

3. To enjoy a home life that is 
an inspiration to all your 

How many couples east of Holly- 
wood Boulevard can meet these 
specific qualifications? 

stepping with . 







• Fanchon and Marco's 

Candyland Idea is to have 

one of the most unique and ex- 
tensive ballyhoo and exploita- 
tion campaign tie-ups in the his- 
tory of American theatricals. 
The National Confectioners As- 
sociation and the Toledo Scale 
Company have been contacted 
to cooperate on the Idea over 
the entire circuit. 

The premise of the campaign 
and the wedge which won 100 
percent support of the N.C.A. is 
the necessity of including sweets 
in the diet which marks the 
passing of the boyish form and 
hails the return of curves. 

The opening episode will 
take place simultaneously with 
the initial performance of 
Candyland Idea in LoEW’S 
State Theatre, Los Angeles. 
The Sunkist Beauties will be 
weighed in on sixteen Toledo 
Scales, their weights recorded 
by the Los Angeles Sealer of 
Weights and Measures. Then 
they will be put on a special 
diet in which a certain amount 
of candy will be included for 
each meal as well as for between 
times. This diet the girls will 
follow rigidly. When the 


• Commenting on a news 

item that sound had cut into 

vaudeville fifty percent, Marco 
states that the inroad is purely 
temporary and due to causes 
other than sound. 

“Latter day vaudeville as a 
whole was waning, de luxe pre- 
sentations or units was sup- 
planting it. 

“The new vaudeville, as a 
matter of fact, gained many ad- 
ditional weeks in 1929, our cir- 
cuit alone adding 15 weeks. 
Furthermore unfavorable condi- 
tions, making the playing of 
vaudeville prohibitive in some 
spots are fairly in the way of 
being adjusted by the most 
interested parties. These men 
cannot afford to see vaudeville 
disappear and before many 
months elapse, we expect to get 
a helping hand from them, 
which will bring more theatres 
into the presentation fold. 

“It may be correct to inter- 
pret the news as marking the 
passing of ‘average second or 
third grade vaudeville’. That 
is the only kind which sound 
can permanently supplant, but 
our kind of presentations were 
rapidly supplanting that before 
the advent of sound. The talk- 
ies have brought the first grade 
vaudeville talent into the films 
and this very fact makes them 
better attractions on the stage. 
Sound, therefore, will not hurt 
vaudeville, but help it.” 

Idea goes to San Diego, the 
Sealer there will check the girls 
on another group of scales, the 
same procedure being repeated 
in every one of the thirty-six 
cities in which the Idea will 
play. The confectioners’ associ- 
ation will publish the diet in a 
manner similar to the now cur- 
rent Nancy Carroll menu. In 
mat form it will be furnished 
to all houses playing F. and M. 
Ideas for use in their advertising 
or publicity. General stories 
have been prepared for national 
syndication and more than 
1000 publications will be sup- 
plied with news relative to the 

Not only members of the N. 
C. A. but independent manu- 
facturers all over the country 
will participate in the tie-up. 
The Associations national ad- 
vertising will boost the stunt 
continually. All the well known 
names associated with candy 
manufacture will devise special 
window decorations as well as 
copy for local advertising to be 
run simultaneously with the 
playing of the Idea. Each thea- 
tre manager will be supplied 
with a complete exploitation 
bulletin, containing all infor- 
mation necessary to put the 
stunt over in a knockout man- 
ner. New York and Los An- 
geles publicity departments have 
been instructed to consider this 
tie-up as an absolute must go 
and to keep at it hammer and 
tongs during the entire period 
of its duration. The Confec- 
tioners’ Association will spend 
more money on it than they 
ever have in any other advertis- 
ing campaign. Every possible 
means of exploitation and pub- 
licity will be utilized. It’s the 
one big opportunity for all 
candy manufacturers and deal- 
ers to capitalize on a psycho- 
logical movement. Doctors, 
sociologists, fashion designers 
have quit fighting the stay slim 
fad. They have taken the lead 
in urging womanhood to feed 
herself rather than starve. 



• Training Trained troup- 
ers to her ideas is not an 
every day occurrence for Fanchon. 
In developing FANCHON AND 
MARCO’S Miniature Idea, the 
famous Singer's Midgets came 
to her intact. The fascinating 
little people are known from 
one end of the country to the 
other as purveyors of splendid 
entertainment. But in coming 
under the F. Id M. banner, they 
were entering the field of the 
newest and most modern the- 
atrical offerings. 

Adapting their style to FAN- 
CHON AND Marco standards, 

revising it to present the out- 
standing numbers, plus adding 
two or three novel and original 
features became a task for 

First thing that befell the 
little folk, despite their years of 
experience, was long hours in 
the rehearsal hall. Most atten- 
tion was given to the ladies of 
the ensemble. Fanchon took 
personal charge to transform 
them into typical Sunkist Beau- 
ties. Assuming that nothing is 
good and complete unless thor- 
ough from the ground up, the 
little women embarked will- 
ingly upon the strenuous train- 
ing to which all embryo Sun - 
kists are subjected. It didn’t 

require any urging to have the 
midgets enter into the routine 
with a vim. Temperament was 
noticeable by its absence. All 
knew Fanchon as a maker of 
stars and appreciated the time 
and work she was doing to 
make their Idea unique. 



• Much Favorable com- 
ment on the Fanchon and 
Marco supplement to Now is 
being continually received. The 
story of the idea, exploitation 
and ballyhoo suggestions, pic- 
tures and other information 
contained therein apparently are 
just what the managers want. 
Gag and tie up pictures are 
making an emphatic impression. 
The general question being: 
"Where do you get those 

All Fanchon and Marco 
Ideas have their first presenta- 
tion at the Fox Colorado 
THEATRE, Pasadena, Califor- 
nia, of which George H. Chris- 
toffers is the manager. He is 
the man who makes most of 
the pictures possible. He and 
the man who shoots them. 

Christoffers’ relations with 
public officials, newspaper exec- 
utives and merchants in Pasa- 
dena are ideal. The city man- 

ager, R. B. Orvison is one of 
his best friends. Anything that 
Christoffers needs in any of the 
city departments, Orvison usu- 
ally sees that he gets. Tak- 
ing the pictures requires time, 
the locations always are at busy 
spots, but as Chief of Police 
Kelly is another of George’s 
right hand men, a couple of 
motor cops are assigned to han- 
dle crowds and clear the way. 

The editors of the Pasadena 
Post and Star News, Messrs. 
Kellogg and Runyon are on the 
staff, too. They cooperate in 
every way possible. 

Time, seeming impossibility, 
other obstacles, make little dif- 
ference. If the stunt is wanted, 
George Christoffers does every- 
thing he can to put it over. 



• Census Takers are not go- 
ing to miss out on enumerat- 
ing Fanchon and Marco’s 
Sunkist Beauties. And the pop- 
ulation of Los Angeles is going 
to be further increased by their 
being numbered among its resi- 
dents. Many of the girls have 
applied to the census authorities 
in the city in which they hap- 
pen to be playing for the spe- 
cial blanks, which they have 
forwarded to the local offices. 

• TRAINING tiny troupers 
for Miniatures Idea! Erst- 
while Singer’s Midgets under 
personal supervision of Fan- 
chon, hard at work master- 
ing the Sunkist Beauty tech- 
nique. Little tips that helped 
have stamped the F. & M. 
hallmark of class on Minia- 
tures Idea. 

19 3 0 



by r. h. 
me cullough, 
f*w*c* sound 


• The Western Electric 46- 

A amplifier is used with the 
3-S sound installations and is 
the smallest composite unit the 
Western Electric manufacture 
for theatre sound installations 
at the present time. This am- 
plifier has given very little 
trouble in comparison with 
other types of Western Electric 
amplifiers in use. This ampli- 
fier uses 110 volts A. C. supply 
and also 12 volts of battery 
power. The input is 250 
ohms. The first and second 
stages employ two 239-A vac- 
uum tubes with a resistance 
coupling between them. The 
gain control is connected be- 
tween the secondary of the in- 
put transformer and the grid of 
the second tube and can be ad- 
justed in steps of 3 DB. The 
first and second 239-A tube fila- 
ments receive their supply from 
a 12 volt battery. A rheostat 
is connected in the filament cir- 
cuit so that the proper value 
can be obtained. The 239-A 
tubes have their filaments con- 
nected in series; if the filament 
of one tube burns out, the other 
tube will not function. 

Th e third stage employs two 
205 -D tubes connected in push 
pull. A transformer couples the 
second and third stage. The 
two 205 -D tubes in the third 
stage have their filaments con- 
nected in parallel. The primar- 
ies of transformers T-4 and T- 
5 are paralleled on a 110 volt 
A. C. supply. Transformer 
T-4 feeds current into the fila- 
ment circuit of the rectifying 
and amplifying tubes in the 
third stage. Transformer T-5 
supplies plate potential to all 
amplifying stages in the 46-A 
amplifier and also the plate po- 
tential for the two 205-D rec- 
tifier tubes. The 46-A Western 
Electric Amplifier equipment 
includes a full wave rectifier. A 
full wave rectifier is a rectifier, 
which rectifies both alternations 
or both halves of the alternating 
current. Both the positive im- 
pulse and the negative impulse 
of the alternating current are 
passed through a full-wave rec- 
tifier. The resulting pulsating 
direct current has as many rises 
and falls of current as the alter- 
nating current has alternations, 
this being double the number 
of cycles. 

The following is a brief ex- 
planation of the 46-A amplifier 
full wave rectifier. The direc- 
tion of current flow from the 
rectifying tubes V-5 and V-6 is 
from plates to filament into the 
secondary of transformer T-4 
and out through center tap of 
the secondary to the retardation 
coil L-2 and through system of 
condensers C6, 7, 8, 9, 10, 11. 

19 3 0 

The retardation coil and con- 
densers form a complete filter 
System, which serves to by-pass 
or filter out the alternating com- 
ponent of the pulsating rectified 
current, which comes from the 
rectifying tubes V-5 and V-6, 
so that true direct current is ob- 
tained by smoothing out or re- 
moving the A. C. ripple from 
the current going to the ampli- 
fier tubes V-3 and V-4. From 
retardation coil L-2 and con- 
densers, the current flows into 
retardation coil L-l. Retarda- 
tion coil L-l is used to prevent 
the amplifier current fluctuations 
from being shunted through the 
rectifying circuit. 

On many occasions amplifier 
tubes become unbalanced and it 
is found that retardation coil 
L-l preserves the push-pull ac- 
tion of the circuit. From re- 
tardation coil L-l the current 
flows to the secondary of trans- 
former T-3 and to the plates of 
amplifier tubes V-3 and V-4 
and out through the filaments 
into the secondary of trans- 
former T-4 and out through 
the center tap, across resistance 
R-18 and back to the center tap 
of transformer T-5. Across 
R-18 there is a voltage drop 
that impresses a negative bias 
on the grids of tubes V-3 and 
V-4. Resistance R-20 and con- 
denser C-5 is used to remove 
the remaining ripple and unrec- 
tified alternating current from 
the negative grid voltage of 
tubes V-3 and V-4. The Grid 
bias for the 239-A tubes is ob- 
tained by a voltage drop across 
resistance R-l. The plate po- 
tential for the first 239-A vac- 
uum tube is taken between R- 
12 and R-l 3. The second 
239-A tube (V-2), the plate 
potential is taken between R-l 6 
and R-l 7. The output is 
through the transformer T-3 
and to the receiver circuits. This 
amplifier has an output of 2.4 

Many interruptions have oc- 
curred due to the stripping of 
the fiber gear on the 707- A 
drive, on the Western Electric 
Universal Base. I am surprised 
that so many projectionists 
have overlooked the reason for 
stripping this gear. The Foot 
Brake on the Universal Base is 
only to be used in case of an 
extreme emergency. It is very 
important that the Foot Brake 
be set, so that it will stop the 
projector mechanism gradually 
instead of a dead quick stop. 
Stopping the projector quickly 
is the direct cause for so many 
fiber gears stripping. When the 
projectionist first enters the pro- 
jection room, prior to starting 
the performance, both projec- 
tors should be run for short 
time, prior to being threaded. 
They should be run slowly. 
This will give the bearings a 
chance to loosen up and run 
free, before giving them top 
speed. Always use light oil in 

projector mechanism bearings. 

The most recent Western 
Electric Power Amplifiers are 
A. C. operated. I have an- 
swered a number of calls in re- 
gard to the short life of power 
amplifier and rectifier tubes. In 
order to obtain full life from 
tubes operating on A. C., the 
filament terminal voltage should 
not exceed that specified by the 
manufacturer. In appreciation 
of the fact that the filaments are 
often overloaded when the in- 
coming voltage from the A. C. 
lighting mains rise above the 
point of safety, a means must 
be provided for controlling the 
input voltage to the rectifying 
transformer. It is necessary to 
check the incoming voltage with 
an A. C. Recording Volt-Meter. 
If the voltage is far above nor- 

is caused by overloading the 
condenser with excessive volt- 
age, which punctures the insu- 
lation and provides a path for 
current across the plates. Turn 
off power to amplifier before 
testing for a defective condenser. 
You will notice that all connec- 
tions are soldered to the con- 
denser terminals on the 43-A 

Keep in mind that two 
groups of condensers are in use, 
first unsolder connection con- 
nected to the lower terminal of 
C-2. This lead comes from be- 
hind the panel. After unsold- 
ering connection on condenser 
C-2, turn amplifier starting 
switch to plate; if the meter 
reading is normal, the defective 
condenser is in this group. 
Again turn off power to ampli- 

fore testing, so that there 
will be no shunt path around 
them, which would give a 
faulty test. Before testing the 
condenser for open circuits and 
short circuits, discharge by 
holding a wire or a piece of 
metal across its two terminals. 
This will prevent an erratic test 
caused by a residual charge. 

A headphone tester and a C- 
battery connected in series, 
should be used for testing con- 
densers. Touch the condenser 
terminals with the headphone 
tips of the tester and C-battery 
connected in series. There will 
be a click resulting from the 
sudden formation of a charge 
on the condenser plates and the 
accompanying rush of current 
through the headphones. Tap 
one of the testing tips to the 

• THIS is a schematic drawing of the Western Electric 
46-A Amplifier as described on this page. This ampli- 
fier is used with 3-S Sound Installations usually in the- 
atres with less than one thousand seats. 

mal, it will be up to the Local 
Power Company to correct this 
condition, by installing a vol- 
tage regulator. With systems 
using the 41 -A, 42-A and 43- 
A amplifiers, the plate current is 
indicated by a plate current 
meter on the 42-A and 43-A 
amplifiers. The plate current 
indicated value should stay 
within the red limits on these 
meters. With an increase in 
line voltage these indicated val- 
ues will pass the red mark on 
the plate current meter and if 
this increase in voltage con- 
tinues, it is liable to break down 
the insulation on one of the 

When a condenser breaks 
down, due to an overload, it is 
very perceptible as the reading 
on the plate current meter will 
fall below the red limit. Take 
the 43-A amplifier for instance. 
Two groups of condensers are 
used with this amplifier. They 
are connected in parallel. As 
indicated on the Western Elec- 
tric Schematic Drawing on the 
cover of the 43-A amplifier, you 
will notice that the first group 
contains condensers from C-2 
to C-10 and the second group 
contains condensers from C-ll 
to C-19. These condensers are 
accessible, by removing the 
front cover of the amplifier. 

If the plates of the rectifier 
tubes get excessively hot, this is 
another indication of a defec- 
tive condenser. The troubles 
experienced with fixed condens- 
ers are open circuits and short 
circuits, usually the latter. This 

fier before continuing operation 
and find the defective condenser. 
Restore the connection to con- 
denser terminal C-2, unsolder 
connection between C-2 and 
C-3 and again turn on starting 
switch to plate. If the meter 
reading is still normal, it indi- 
cates that C-2 condenser is good 
and that the trouble is between 
C-3 and C-10. 

Continue testing in this man- 
ner until you locate the shorted 
condenser, which will cause the 
meter reading to fall. If you 
find at first by unsoldering 
Lower Terminal of C-2, that 
it does not bring the meter back 
to normal reading, it shows 
that defective condenser is in the 
second group C-ll to C-19, re- 
store the connection on C-2 
and test the second group of 
condensers for a defective con- 
denser as outlined for testing 
the first group of condensers. 

After you have found the 
shorted condenser, disconnect it 
from circuit and continue oper- 
ation and immediately order 
another for replacement. I have 
advised before that condensers 
should be disconnected com- 
pletely from the circuit, be- 

condenser terminal several times. 
Sharp clicks should not be 
heard after the first and no click 
should be heard when the test- 
ing tip is removed from the 
terminal. A double click ob- 
tained when the tip is applied 
and when it is removed indi- 
cates a short circuit. 

A condenser may be faulty 
even though it does not show a 
direct short circuit. Moisture 
in the insulation may cause a 
slow leakage and this makes the 
condenser worthless for use in 
an amplifier. First discharge 
the condenser completely and 
lay it on a piece of glass, mica, 
bakelite, or other insulating ma- 
terial. Charge it by holding the 
two leads from a C-battery or 
B-battery to its terminals for 
a moment. After waiting a few 
minutes touch both terminals 
with the testing tips of a head- 
set, without any battery in 
series. If a strong click is heard, 
the condenser has retained the 
charge, but if a weak click is 
heard, or none at all, the con- 
denser is leaky. The strength 
of the click of a condenser de- 
pends to a great extent on its 
size. When testing a condenser, 
care must be taken not to touch 
the terminals of the condenser 
or the bare tester tips with the 
fingers, as this permits a loss 
through the body and conse- 
quently results in a faulty test. 


unbiased •pinions 

# As THEY are available re- 
views of previews will be 

offered you by Charles Bugle. 
The first assignment of these 
are given to you this week. 


... by charlie bugle 

§ IN A Town about seventy- 
five miles from Hollywood, 
we preview a great many pic- 
tures for different studios, and 
so I am enabled to give you fel- 
lows the low down on some of 
the pictures you are going to 
play in the succeeding months. 
In reviewing the pictures I want 
to be brief, show you only the 
high spots and give you a line 
on the type of picture so you 
may be able sometimes to figure 
ahead on exploitation, tie-ups, 
theatre parties, etc. 

In general, let me say they 
are making them bigger and bet- 
ter every day. The line-up for 
the summer is going to far sur- 
pass even the past winter sea- 
son. I have seen more than a 
dozen pictures recently that 
will not be shown until May 
and June in most spots, and 
they’re all box-office knockouts. 

father’s day 

M-C.M. Louis Mann. 

• FORMER stage star of many suc- 
cesses; made his first big hit in The 

Girl from Paris, a New York Casino 
sensation some thirty years ago. He’s 
a fine comedian, one who can turn 
your laughter into tears — play upon 
the heart strings like a guitar. In 
Father’s Day he’s a poor German 
barber with a growing family of chil- 
dren. He sends his oldest boy to 
college to become a doctor; another 
son spends the gas company’s funds 
on a horse race and the barber hocks 
his shop to save him; the daughter 
goes wrong and one Xmas Eve the 
old man and his wife are alone with- 
out a single child to cheer them. For 
a time it looked as. if the whole thing 
were to wind up a sad tragedy. The 
audience of two thousand was so 
tense you could hear a pin drop: then, 
the boy who robbed the gas company 
and went to Pittsburg to start over 
again comes home; gives the old man 
the money to pay off the mortgage, 
contrives a great family reunion and 
everybody is happy and the audience 
is as glad as the old man. The applause 
was terrific for three minutes as the 
curtains closed. It’s sure to be a box 

m • v i e t • 

# MANY interesting episodes in 
these two Movietone News 

releases. The sporting element 
again is represented in several 
events which might find their 
way as news into the sport 
pages. With spring at hand 
there is, of course something 
about style. Many managers 
find a strong play on their news 
release pays. We are giving you 
the contents as we received it 
by wire. Read it over for ex- 
ploitation possibilities. 

York Celebrates War’s Beginning 

. . . Fifth Avenue Crowd of One 
Hundred Thousand Sees Soldiers and 
Veterans Parade on Thirteenth An- 
niversary . . . Fire Department 

Couldn’t be left out. West is out 
first with Beach Wear . . . New 
Summer Styles Shown at San Fran- 
cisco indicate Seaside will be Crowd- 
ed. Marconi in Italy Talks by 
Radio to Australia . . . Inventor’s 
voice wirelessed eight thousand 
miles from Yacht at Genoa to 
Sydney. Desert Nomads Heed Muez- 
zin Call . . . Arab Wanderers Gather 
in Bousaada Alberia for Ramadan 
Period of Fast and Prayer. Eddie 
Cantor Gets New Job . . . He’s Book 
Salesman now and Samuel Goldwyn 

office smash if you sell Louis Mann 
plenty before the opening. In the 
cast are Leila Hyams, Elliott Nugent, 
Francis Bushman, Jr., Robert Mc- 
Wade. (M-G-M) . 

the arizona kid 

Fox. Warner Baxter. 

e SEQUEL to In Old Arizona. Not 
quite as good and very similar in 
treatment of a rather slender story, 
but being what it is it should do 
some business on short engagements. 
Cast includes Mona Maris_, Carol Lom- 
bard, Wilfred Lucas, Hank Mann and 
Arthur Stone. 

czar of broadway 

Universal. John Wray and 
Betty Compson. 

O BlG racketeer picture like Street of 
Chance. Handsomely staged. Plenty 
of punch and a cracker-jack story. 
Wray will be remembered from New 
York Nights and his performance in 
this picture is even better. Betty 
Compson is unusually pleasing. In 
the cast are Edmund Breeze, Willard 
Mack, King Baggott and John Herron. 
Czar should prove a hundred per cent 
box office. 

la marseillaise 

Universal. John Boles and 
Laura LaPlante. 

• ROMANCE interwoven with the 
opening of the French Revolution. 

Costume of course. Has some big 
moments leading up to the storming 
of the Bastille. Produced on a big 
scale with a large cast and big mob. 
Should do business in spots. It’s 
clean and ought to be played along 
educational lines. There is a fine theme 
song and a splendid musical score by 
Charles Wakefield Cadman. Besides 
the featured names the cast includes 
Sam DeGrasse, Lionel Belmore, Stuart 
Holmes, Harry Burkhardt and Dewitt 

king of jazz 

Universal. Paul Whiteman. 

• The Finest thing this company 
has ever turned out. Gorgeous be- 
yond description; besides the marvel- 
ous band and Whiteman himself is a 
list of names; comedians; singers: 

n e news 

is first Victim. U. S. Army Planes 
Mobilize in "War” air Service . . . 
Concentrates nearly two hundred 
Fighting Craft for Bombing Ma- 
neuvers at Sacramento, California. 

miral Byrd Welcomed in New Zeal- 
and . . . First and Only Sound Films 
of Antarctic Explorers Return to 
Civilization . . . Byrd Dons New 
Admiral’s Uniform to Visit English 
Cruiser in Laburnum in Dunedin 
Harbor. Something New In London 
Night Life ... At Gayest Soho 
Clubs Boxing While you Dine is 
Latest Fad . . . And After Brawl on 
with Ball. Fishermen take Trout 
Census . . . Ardent Anglers Open 
Season Whipping Placid Brooks of 
Cape Cod, Mass. British Auto Race 
Season Opens . . . Speed Demons 
Whiz Around Huge Cement Oval 
at Brooklands, England. Airplanes 
Swarm Over Golden Gate . . . War 
Game on Pacific Coast Demon- 
strates “Attack” on San Francisco 
Harbor. (Note: Following to all 
except Los Angeles, San Francisco, 
Portland and Seattle). Billy Sun- 
day Now Fights War Demon . . . 
Noted Evangelist Takes Up Cudgels 
in Behalf of World Peace. (Note: 
Following to Los Angeles, San Fran- 
cisco, Portland, and Seattle Only.) 
Meet Dean of United States Ship- 
ping . . . Captain Robert Dollar 
Gives Characteristic Interview on 
Eighty-Sixth Birthday at San Ra- 
fael, California. 

dancers of world- wide fame a yard 
long. All technicolor; music by Ir- 
ving Berlin. Whiteman’s great hit 
"Rhapsody in Blue” as a production 
number is magnificent and the exposi- 
tion of Jazz as the melting pot of the 
music of all nations is stupendous. 
The two big song hits are “Call of 
Dawn” and "Monterey”. In the cast 
Jeanette Loff : William Kent; John 
Boles and Helen Hayes are prominent. 
NOTE: Titles and footage are often 

changed before release date. 

her golden calf 

Fox. Sue Carol, Jack Mulhall, 

El Brendel, Marjorie White, 

Richard Keene, Paul Page. 

• GENERAL Federation of Women’s 
Clubs: “This light comedy with 

its slender plot; its art of production 
above the average, and its entertain- 
ment value of the best, is rounded out 
with very spectacular sets, a splendid 
chorus and catchy music. Excellence 
of acting centers in Sue Carol, who 
presents a new and most acceptable Sue 
to her public, all of whom will appre- 
ciate this facet of her. Jack Mulhall 
as Homer, does the honors by his part. 
The good comedian and clever artist, 
El Brendel, has human appeal, and 
effervescent. Marjorie White teams 
well with Richard Keene, as the cast 
reveals the story of the metamorphosis 
of a homely little ‘work-a-day’ girl 
into the beautiful winner of love and 
station. Photography fine. Good 
family picture.” 

Daughters of the American Revolu- 
tion: "A comedy with musical revue 

about an ‘ugly duckling’ who blos- 
soms into a beautiful swan to win the 
heart of the man she loves. A light 
and amusing picture for average audi- 

Los Angeles Dist., Calif. Congress 
of Parents and Teachers: “A light 

farce, depicting the struggle of a young 
illustrator to get a start in the com- 
mercial world; the aid of his secretary 
and her metamorphosis. A fitting 
climax of love and wealth. Two 

scenes that are not part of the story 
are not recommended. Youth, 14 to 
18, Doubtful. Children 8 to 14, 

Women's University Club, Los An- 
geles Branch of Amer. Assn, of Univ. 
Women: “ 'The Golden Calf’ is a 

facetious reference to the nether ex- 
tremeties which are in reality the fea- 
tured players. Interpolated songs 
confused the type of entertainment. 
The picture is commonplace, and the 
emphasized suggestion of exceptional 
merit in rapid success, puts the accent 
on the wrong place to recommend for 
children. Adolescents, 12 to 16, Not 
recommended. Children, 6 to 12, 

California Council of Catholic 
Women: “An amusing comedy, 

rather sophisticated and verging into 
slapstick at times. Unsuitable for 

National Board of Review: “For 

the mature audience.” 

the fighting legion 

Universal. Ken Maynard, Doro- 
thy Dwan, Frank Rice. 

• GENERAL Federation of Women’s 

Clubs: "A beautifully photo- 

graphed, artistically produced and very 
well acted piece, concerning two pals 
on the Western frontier who are 
brought to see the value of honor and 
loyalty through an officer of the law, 
who is murdered. The rounding up 
of the 'bad men’ concerned in the 
murder and the romantic and senti- 
mental theme running through the 
roughness of the plot sustains the in- 
terest. The fine horsemanship and 
beautiful scenery add zest to a very 
worth while family picture.” 

Daughters of the American Revo- 
lution: “This picture of Western 

ranger life in open spaces concerns the 
rounding up of terror-spreading out- 
laws, and avenging the murder of a 
Texas ranger, interwoven with clever 
comedy, sentiment and thrills. Dia- 
logue weakens this film, but silent por- 
tion is excellent. For its type, good 

Mot No. loo 

• WHEN ordering this cut of John McCormack 
please refer to mat number which you will find 
in the lower part of the cut. The mat number on 
this particular cut, you will note, is 100. This 
mat is available to you from the Los Angeles Office. 

entertainment value for average audi- 

Women’s University Club, Los An- 
geles Branch of American Association 
of University Women: “Stereotyped 

Western action film, in which the 
murderer of the officer of the law is 
apprehended after considerable diffi- 
culty. Tarzan, the beautiful horse, 
takes first honors. It is of greater 
interest to youthful than to adult au- 
diences, and the objectionable features 
are, after all, only local color. Ado- 
lescents, 12 to 16: Entertaining. 

Children. 6 to 12: Entertaining, if 
not too exciting.” 

Los Angeles District, California 
Congress of Parents and Teachers: 
“Entertaining for adults and adoles- 
cents 14-18. Children. 8-14, Amus- 

National Board of Review: “Family 
audience (12 years up).” 

girl of the port 

R-K-O. Sally O’Neill, Reginald 
Sharland, Mitchell Lewis. 

• DAUGHTERS of the American Revo- 
lution: "This post-war drama deals 
with the psychopathic condition of an 
ex-army man's fear of fire. The girl 
he loves aids him to gain mental and 
moral balance by will power. Regen- 
eration for the discouraged is shown 
by this unusual and well directed film, 
with a locale of tropical scenes. Ab- 
sorbing entertainment for adults.” 

Los Angeles Dist., Cal. Congress of 
Parents and Teachers: “A story that 

deals with the mental after-effect of 
the war on some of our boys who 
served over there. Locale changes 
from the fighting line to the South Sea 
Islands, where drinking and vice are 
encountered. An absorbing story, well 
portrayed, with a theme that is too 
mature for children.” 

Women's University Club, Los An- 
geles Branch of Amer. Assn, of Uni- 
versity Women: "It is an uncon- 

vincing, mediocre production which 
does not greatly entertain. The war 
scenes showing the horrors of the use 
of liquid fire make it unsuitable for 


• Fox West Coast Theatres ex- 

tend congratulations and best wishes 
to the following members of the 
organization whose birthday anniver- 
saries occur between the dates of 
April 16th and April 22nd. 

16TH- — 

Charles La Rue, Publicity, Carthay 
Circle, L. A. 

1 7TH — 

Lola B. Haizman, Usherette, Mis- 
sion, San Jose, Calif. 

1 8TH — 

Burdett W. Loucks, Doorman, 
Grauman’s Egyptian, Hollywood. 
W. Carl Smith, Asst. Mgr., World, 
McCook, Neb. 

1 9TH — 

Alma Hanseth, File Clerk, General 
Office, L. A. 

David Lackie, Doorman, Crystal, 
Los Angeles, Calif. 

Grace J. Coomer, Cashier, United 
Artists, Portland, Ore. 

Tatsutori Ikemori, Janitor, Glen 
City, Santa Paula, Calif. 

20th — 

Peggy Holmes, Stenographer, Gen- 
eral Office, L. A. 

Marion E. Woody, Doorman, Egyp- 
tian, Denver, Colo. 

J. Ovid Crook, Usher, Kennedy, 
Kirksville, Mo. 

2 1 ST — - 

Raleigh A. Petty, Janitor, Criterion, 
Medford, Ore. 

Kenneth L. Peter, Asst. Mgr., 
World, McCook, Neb. 

2 2ND — 

Adelaide Young, Usherette, Dome, 
Ocean Park, Calif. 

J. Leslie Swope, Mgr. Director, W. 
C. Hollywood Theatres, L. A. 
Milton H. Sharp, Artist, Oakland, 
Oakland, Calif. 

f f i 

c i a 

THE man 
| who drives you . . . 

Be happy if necessity 
Jis pushing you! 

There isn’t a man . . 
Iworking under salary, 
Ithat isn’t being driven. 
|The spot light of public 
j opinion . . . the editori- 
fal columns of thousands 
j of newspapers — drive 
{Herbert Hoover, Presi- 
fdent of the United 
(States. Do you think 
Ithat Harold B. Frank- 
llin isn’t being driven? 

| You are kidding your- 
Iself ... if you do. The 
lan who sits in the high 
ispot ... he is the one 
jwho feels the driver’s 
jjwhip and that whip is 
j. . . criticism and public 
jopinion. If . . . for one 
I little minute . . . that 
|big executive lets down 
. if he stops driving 
creating . . . deliver- 
ling — the eyes of the 
.world will see it and the 
Itongues will start in to 

A general manager 
drives his executive 
» family — 

They . . . in turn . . . 
drive the employees in 
j their department. 

No driving ... no re- 
jsult! That's a cinch. 
|Driving makes for ne- 
cessity and . . . necessity 
I makes success. 

There are different 
[ways of driving . . . 
j there are different kinds 
of drivers and the smart 
{executive . . . under- 
stands the person he is 
{trying to swing into top 
| speed. 

The chances are . . . 
iyou are being driven. 
iDo you resent it? . . . 
j Thank the man who is 
fdoing it . . he’s proba- 
bly doing you a favor. 

Are you driving your 
|own employees? If you 
lare not . . . they are 
; probably taking ad- 
vantage of you. I some- 
times think the worst 
I thing an employee can 
Isay is . . . “He’s a great 
jjguy.” If they had said 
“He’s hard to please; 
ibut he is fair,’’ it would 
She a finer compliment. 

Ever watch a horse 
;race? Didn’t the jockey 
fcoax his horse along 
Iwith whispering into 
this ear . . . encouraging 
Iwith kindness? Then... 
fas they came into the 
stretch . . . then, and 
jjonly then ... if at all — 
fthe whip was brought 

i concluded on col. five 

9 In THE opinion of George 

E. Montrey, manager Fox 
Capitol Theatre, Taylor- 
ville, Illinois, the talking trailer 
is the supreme method of adver- 
tising on the screen. He feels 
the silent trailer has a place in 
those instances only where it is 
the first talking picture of a par- 
ticular star, such as Garbo or 
Lon Chaney. 

He points out, in his diag- 
nosis of the trailer situation 
that the spot where trailers are 
placed on the program is im- 
portant. In his experience he 
has found that running the 
trailer of his next attraction 
away from his other trailer — 
that is not making it a part of 
the trailer reel, but placing it 
in between pictures — is much 
more effective in keeping it in 
the minds of the people than by 
placing it at the end or the be- 
ginning of his trailers for the 

© When things look tough 

and the situation seems hard 
to beat with the house creeping 
toward the red, or possibly in 
the red . . public response luke- 
warm, we have often wondered 
if, instead of attempting to 
hammer away with all of one’s 
might on the particular attrac- 
tion, whether a right-about-face 
attitude would not be the better 
course of procedure and the 
main effort be put in the selling 
of the theatre as an institution. 

Impressing the public with 
the pictures being offered are 
not haphazard selections, but 
those which have proved the 
greatest success. In other words, 
building prestige. 

APRIL 16 1930 

VO 4 

© HEREWITH you are given the 

proper procedure in handling 
of purchase orders and invoices 
in connection therewith. 

The purchase order is made 
up of four copies for the Los 
Angeles and Southern Califor- 
nia Divisions, the colors being 
white, pink, yellow and blue, 
but in all other divisions there 
are five copies; the additional 
copy being buff color and is a 
record for the divisional pur- 
chasing department. 

It is most important that the 
orders be made out so that they 
can be understood, written in a 
legible manner, and all articles 
quoted by their proper name; 
machine parts and supplies must 
carry the legal description, serial 
number, etc., and particular care 
must be given to filling in the 
proper shipping instructions. 

The pink, yellow, and blue 
copies of the purchase order 
must be signed by the manager 
as the party requesting the pur- 
chase be made, after which the 
blue copy is removed and held 
on file as record that the pur 

published every Wednesday by 


president and gen'l manager 
main offices: loi angeles, California 

chase order has been sent for- 
ward for execution, and to 
await receipt of goods. The 
white, pink, and yellow copies 
are forwarded to the division 
manager for his approval, who 
in turn passes it on to the pur- 
chasing department to insert 
prices and the name of the ven- 
dor from whom the purchase 
is to be made. No signatures 
should appear on the original 
copy of the purchase order up 
to the time it reaches the pur- 
chasing department. 

When the copies mentioned 
are received by the purchasing 
department and the transactions 
consummated, the yellow copy 
is returned to the theatre by the 
purchasing department, and 
when received, all data such as 
prices and the name of the ven- 
dor should be added to the blue 
copy which is filed in the man- 
ager’s office for future reference, 

• • * € t C € t € T Q 

the yellow copy is held in abey- 
ance pending receipt of the in- 
voice approved by the purchas- 
ing department as to prices anc. 
terms, then if merchandise is re- 
ceived or work performed in 
satisfactory manner, settlement 
is in order. Payment is then 
made, and the yellow copy of 
the purchase order with the in- 
voice attached thereto is for- 
warded with the manager’s 
weekly report to the accounting 
department as authority for the 
drawing of check and payment 
of moneys as shown on the 
manager’s weekly report. 

All invoices, by instructions 
as shown on the purchase or- 
der, are first received by the pur- 
chasing department who check 
the prices before forwarding 
them to the theatre for pay- 
ment. Should there be any dif- 
ference between the invoice and 
the yellow copy of the purchase 
order, the invoice should not 
be paid until it has been taken 
up with the purchasing depart- 
ment explaining why there is a 

In many instances the vendor 
is not paying attention to the 
billing at the footnote of pur- 
chase order and copies of in- 
voices are being sent through to 
the theatre. However, they 
should not be acted upon, but 
should be forwarded to the di- 
visional purchasing office im- 
mediately for determination as 
to prices being correct and also 
approval for payment. 

Where the items purchased 
are covered by an application 
for appropriation, the invoice is 
paid by the Los Angeles general 
office and not by the theatre, 
when these invoices are received 
by the divisional purchasing 
office instead of sending the 
yellow copy with invoice at- 
tached to the theatre for pay- 
ment, it must be sent to Los 
Angeles for attention by the 
general accounting department. 

On January 1, 1930, a new 
routine was put into effect for 
the handling of all parts or re- 
placements for sound equip- 
ment. The Electrical Research 
Products, Inc. engineer is re- 
quired to leave his recommenda- 
tion in the form of a service 
department order with the pro- 
jectionists who in turn hands it 
to the manager with his com- 
ment noted thereon or attached, 
after which it is forwarded to 
the office of Mr. R. H. McCul- 
lough, Supervisor of Projection 
for final approval, and should 
he approve the service depart- 
ment order, it is passed on to 
the general purchasing depart- 
ment for a purchase order to be 
issued covering the items that 
are enumerated. 

A special order form is used 
for this routine and unless such 
order is received by the Electri- 
cal Research Products, Inc., no 
action will be taken because the 
type of order that is issued by 
the general purchasing depart- 
ment is the only one to be recog- 
nized by the Electrical Research 
Products, Incorporated. 

NO 15 

into action. A jockey 
knows his horse . . . hd 
knows how to get th^ 
most out of him . . 
courage . . . stamina . . 
speed. Know the persor 
you are driving . . . dc 
not use mass methods or 
the individual . . . dc 
not .use the whip until 
you get into the stretcl 
— if you do . . . your 
horse may break. 

The best pictures 
were painted; the best! 
books were written 
under the driving ot 
necessity. Ambition is 
necessity. Give yourself 
. . . your theatre . . 
goal . . . then let it bt 
your ambition to read 
that goal. Drive your- 
self . . . drive your cre\ 
— but don’t let the* 
pull the whole load; get 
your own neck into the 
collar — get your owi 
shoulder to the wheel- 
then . . . encourage b} 
fairness . . . sternness,] 
when needed — but drive 
for that goal. 

When you are drivei 
. . . take it kindly . . 
try to understand what 
is back of that insistent 
push . . . that urge in- 
tended to carry you on,] 
If you think you arc 
being bullied . . . maybe 
the fault is with you,| 
Think it over ... if the 
thought is still there- 
go to your boss . . . he'll 
talk — come to an un- 
derstanding and a deep- 
er appreciation of the 
motive back of the drive.] 

Some of us run bettei 
without the driver’s 
whip. If you are one of 
that kind — don’t kick. . . 
don’t grumble . . . don’t 
break . . . don’t lose the 
race through stubborn- 
ness . . . carry on — anc 
when the right time 
comes . . . then have ai 
honest, up-and-up tall 
with the man doing the 
driving; he’ll appreci- 
ate it . . . every depart- 
ment head wants to un- 
derstand, to know 
the men he is working 

Our circuit is goin§ 
at high-speed . . we are 
on top on the job ever^ 
minute — driving is nec- 
essary . . . don’t hole 
back . . . don’t kick ovei 
the traces . . . under- 
stand . . . and thank 
the man who is drivinj 

Scanned from the collection of 

Karl Thiede 

Coordinated by the 
Media History Digital Library